Handbook

Today’s data-rich environment and the advance of analytics tools have changed the direction of marketing and consumer behaviour in almost every industry. Today’s marketing manager must use data analytics to better understand the consumer purchase and consumption journey. Analytics helps improve marketing effectiveness by offering the right products, prices, and other marketing efforts (e.g., personalised advertising) at the right times, and to the right customers.

Marketing, product, brand, sales, advertising, and PR managers as well as entrepreneurs must incorporate analytics tools in their marketing decision-making process.  However, industry has difficulty in finding the right marketing analytics talent who understands both marketing and data analytics. 

This specialisation in Marketing Analytics provides students with actionable marketing analytics training for marketing decision-making by offering students a range of analytical tools to address daily marketing problems and emerging marketing needs in a world of big data.