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DIGITAL MARKETING AND ANALYTICS

Students will learn and be equipped with ability to examine the current market landscape, identify new revenue opportunities and leverage on digital marketing channels such as search engines, social media, electronic direct mail (EDM) and other digital platforms to connect with prospective customers through this programme. This helps to give the creative, fluid side of digital marketing a data-driven foundation to help businesses build a profitable and scalable marketing strategy.

Students who pursue the Digital Marketing and Analytics specialisation under Taylor's Bachelor of Business (Hons) will also be awarded with an additional SAS Academic Specialisation with Taylor's University upon graduation. SAS is a globally recognised analytics software adopted by renowned companies across more than 140 countries to help transform data into intelligence. Possessing the knowledge of SAS is extremely useful in enhancing the employability for business students especially in the data driven industries.

SUBJECTS TAUGHT

The Digital Marketing and Analytics specialisation envelops the essential analytic skills in translating customer behaviour into actionable business data and knowledge in embracing the power of the digital marketing ecosystem to acquire customers.

Business Capstone

An interdisciplinary capstone unit of Taylor's Bachelor of Business programme which aims to help students to integrate the diverse discipline knowledge they have acquired from prior studies, to deepen their understanding of topical issues and solve their problems through case studies.

Entrepreneurship Accelerator Project 1

The Entrepreneurship Accelerator Project 1 is a capstone module that allows students to apply their knowledge and experiences gained throughout the programme. It focuses on innovation with a strong emphasis on sustainability (UN SDG Goals) by transforming creativity into a viable business opportunity.

Entrepreneurship Accelerator Project 2

The Project (EAP2) is a continuation of the capstone module EAP1, focusing on synthesizing and applying knowledge and experiences gained throughout the programme. Designed to mentor and support students in areas such as new product development, finance, pitching, and start-up global expansion.

Essentials of Big Data and Data Analytics

In today's digital economy, understanding competitors through data analytics is crucial. Focuses on the importance of analytics and utilising big data as a valuable source of information, students will learn how it can enhance decision-making, drive innovation, and support business strategies.

Social Media Analytics

Social media is growing rapidly and transforming the way we conduct business. With such amazing growth, every business today needs to leverage proper social media channels in the best possible way. This course introduces social media analytics by covering all the major aspects of Social Media Network (SNS) analytics platforms with a module that will give you an understanding of existing and emerging analytics platforms and the ability to assess the impact of social media on business management.

Social Media Marketing

Provides a comprehensive insight into social media marketing by covering all the major Social Media Network (SNS) platforms. In this course, students will also learn to measure the effectiveness of a campaign and how to implement them through understanding core areas such as strategic planning for SNS applications, integrating the SNS platforms into the brands, and marketing communications that will harness the potential of social media data to yield powerful consumer insights.

Marketing Analytics

The use of analytics has become an essential part of a marketer’s digital toolkit. With the increased number of devices, platforms, and applications users through which consumers could buy and consume products and services, marketers are presented with several new challenges to learn and satisfy customer behaviour. This course is designed to help students understand the role of market research, data, analytics, and the ethical and social responsibility issues surrounding data handling.

Market Intelligence and Data Visualisation

The management of big data that leads to critical decision-making is an important task. Too much data can lead to confusion and bad decision-making. To enhance the organisation’s business growth & productivity, an intelligent ecosystem that can effectively & efficiently visualise the various sources of data into actionable decisions is very much needed. This course will teach students innovative marketing and data visualisation techniques using appropriate software and large datasets.

Interactive and Digital Marketing

This module serves as a platform for students to explore the fundamentals and key concepts of digital marketing. It provides students with insights into formulating digital marketing strategies and how companies can accomplish their objectives through the utilization of diverse digital platforms and technologies.

CAREERS AND PROSPECTS

Students can progress with a wide area of business professions such as Digital Marketing Manager, Content Marketing Manager, Inbound Marketing Manager, Social Media Marketing Experts/ Specialists, Search Engine Marketers, SEO Executives and Conversion Rate Optimizer. Entrepreneurial-minded graduates also have the option of starting their own business upon graduation.

INTERESTED?

This specialisation is offered as an option as part of the Bachelor of Business (Hons) degree.

Click below to learn more about the programme.

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