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 Joint Certification 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. 


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. 


Market Intelligence and Data Visualisation

In this course, participants are introduced the dimension of Market Intelligence and visualisation. Participants can learn to appreciate the intelligence ecosystem in marketing and managed data from various sources using visualisation dashboards that can help their companies make important decisions. The course combines the use of classroom delivery, classroom discussion and hands-on data mining tools in a business-oriented environment. This course provides an essential visualisation framework for becoming a smarter enterprise and shows through case studies how we can find new insights from visualisation. Dashboards and data modelling are introduced to give students a foundation to what they will be expecting in the world of data science. The learning and teaching approach for the module will be case based learning and problem-based learning.


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. 


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

Click below to learn more about the programme.