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University of Cape Town: Marketing Analytics: Strategy and Decision-Making

Enhance your digital marketing efforts by learning to harness data analytics and manage long-term, profitable customer relationships.

Enhance your digital marketing efforts by learning to harness data analytics and manage long-term, profitable customer relationships.

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This course is offered by , an edX partner
8 weeks
7–10 hours per week
Starts Mar 3, 2025
Enroll by Mar 9, 2025
Instructor-paced
Instructor-led on a course schedule

Get more information

Want to know more? Enter your information to learn more about this course from GetSmarter (an edX partner).

Get more information

Want to know more? Enter your information to learn more about this course from GetSmarter (an edX partner).

8 weeks
7–10 hours per week
Starts Mar 3, 2025
Enroll by Mar 9, 2025
Instructor-paced
Instructor-led on a course schedule

About this Course

The digital age provides businesses with a wealth of data about consumer choices. A major challenge organizations face, however, is an evident skills gap among marketing professionals to translate that information into meaningful and actionable insights. As a result, marketers are increasingly looking to engage, measure, adapt, and optimize every touchpoint of the customer experience. They need a strategy for their customer and performance data that moves in real time and at scale.

The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics: Why is it needed, where are the main touchpoints, and what analytical techniques can be leveraged to drive marketing efficacy? Over eight weeks, you’ll answer these questions by exploring the current state of marketing analytics, including key challenges that restrict strategic choices. You’ll discover why big data has transformed marketing and learn how to design an analytics framework that leverages big data for marketing decision-making. Using a variety of real-world scenarios, you’ll engage with concepts and techniques to better understand your customers and create data-driven outcomes that optimize return on marketing investment. Finally, you’ll explore existing and proposed privacy frameworks, and the impact that emerging trends will have on the future of marketing.

This course is designed for anyone working in the field of marketing or aspiring towards a career in marketing analytics. It will also be beneficial to business leaders and C-suite professionals looking to increase the efficiency and effectiveness of their marketing departments to boost their bottom lines and stay ahead of competitors. Middle to senior managers looking to update their knowledge and move their career in a new direction will benefit from the real-world marketing scenarios discussed in the course. Newly qualified and existing marketing professionals who want to deepen their understanding of technologies, tools, and tactics will gain an expert-led skill set.

Course curriculum

Skip Course curriculum

Learn how your company can better collect, manage, and make sense of relevant marketing data as you work through the weekly modules of this online short course.

Orientation module: Welcome to your Online Campus

Module 1: Introduction to marketing analytics

Module 2: Big data and big data analytics

Module 3: MarTech: Marketing technology

Module 4: Data management in marketing analytics

Module 5: Web and app analytics

Module 6: Segmentation: Tools and techniques

Module 7: Customer lifetime value

Module 8: The future of marketing analytics

About the certificate

Elevate your marketing career by acquiring data-driven skills and earn an official certificate of completion from the University of Cape Town.

Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.

Your certificate will be issued in your legal name and sent to you digitally upon successful completion of the program, as per the stipulated requirements. Please note, due to additional administrative requirements, at times UCT course certificate delivery may be delayed by several weeks/months.

Some facts about the subject

$6.4 billion

The projected growth rate for marketing analytics by 2026; an increase from $3.2 billion in 2021.

Globe Newswire (Jul, 2021).

The digital analytics revolution

“AI and analytics enable greater agility for consumer needs and help to effectively evaluate new ways to drive product innovation and market launch. Keeping the customer at the forefront — understanding consumer behavior through analysis of social, internal, and external data — is key to drumming up effective customer engagement.” — Azmath Pasha, Chief Digital Officer, Paradigm Technology

Forbes (Oct, 2021).

Why choose GetSmarter?

GetSmarter, an edX partner, delivers career-relevant, fully supported, and expert-led online courses from the world's leading universities and institutions. As an online learning expert with over 15 years' experience, GetSmarter leverages long-standing expertise in market research, data analysis, and business insights to ensure that you gain the skills critical to career growth.