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.
This course provides an essential analytics framework for becoming a smarter enterprise and shows through case studies how we can derive value from analytics throughout business strategies. Predictive modelling techniques are introduced to give students a foundation to what they will be expecting in the world of data science.
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.
Social media applications are changing business development and market competitiveness. From raising a company’s profile to improving client and customer relations, this rapidly evolving sector has already affected the way many businesses work. This course introduces social media analytics by covering all the major aspects of Social Media Network (SNS) analytics platforms. This module will give you an understanding of existing and emerging analytics platforms and the ability to assess the impact of social media on business management.
This course provides an introduction to social media marketing by covering all the major Social Media Network (SNS) platforms. Students will also learn how the effectiveness of social media marketing campaigns can be measured and implemented. This course combines the essential theories with practical applications and covers core areas such as strategic planning for SNS applications, integrating the SNS platforms into the brands, marketing communications that will harness the potential of social media data to yield powerful consumer insights.
The use of analytics has become an essential part of a marketer’s digital toolkit. With the increased number of digital users and the proliferation of devices, platforms, and applications through which consumers could buy and consume products and services, marketers are presented with a number of new challenges to better understand and satisfy customer behaviour. This course is designed to help students understand the role of market research, data, information systems, analytics and the ethical and social responsibility issues surrounding the handling of consumer data.
This module provides a platform for students to explore fundamentals and key concepts of digital marketing. It provides students with ideas in formulating digital marketing strategy as well as exposures on how companies attain digital marketing objectives by employing different types of digital platforms and technologies. The module relates the roles and importance of digital marketing to the business through case studies and other reading resources. Through this module, students will learn to plan and develop digital marketing strategy by understanding the success factors of digital marketing pratices that utilise digital media channels effectively.
|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.
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