At a Glance
Master Data Driven Decision-making
The key to your organization’s competitive advantage is being able to translate vast amounts of customer data into meaningful business insights and actionable decisions. This program equips you with key industry applied techniques and approaches to become a strategic data-driven marketing or business analytics professional to enhance profitability while responding to customers’ needs. You will examine core data, marketing analytics and customer preferences to make better business decisions and focus on best practices to visualize and communicate results to stakeholders. The program is unique in that it builds on your work experience while directly applying your learnings to your current organization’s challenges and your career needs.
Taught by leading business and marketing professionals, this four-course program, delivered over 3 weeks each, through live online classes and group coaching sessions can be completed in approximately 6-months.
Who Should Attend?
This program is designed for early- to mid-career professionals who have some marketing experience working in such areas as communications, creative/UX design, customer relationship/service management, advertising/promotion, product management or market research. It is also applicable to marketing specialists in digital analytics, social media, web/media production or PPC who are looking to move into more strategic, decision making roles. And, it is relevant to product owners and business leads who have marketing accountability on the financial or reporting side.
Manushri Misra, Student.
- Differentiate yourself with the power of data to optimize your organization’s marketing performance and bottom line.
- Employ tools and techniques to collect, interpret, and leverage customer data to build successful strategic and tactical marketing campaigns.
- Apply data visualization and storytelling practices to effectively communicate and sell strategies to achieve stakeholder buy-in.
- Apply adaptive and agile approaches to improve upon your marketing processes.
What is data and marketing analytics and why it is important to your career.
Strategically designed by a team of industry and academic experts, the program focuses on developing knowledge, skills and abilities in industry applied techniques and approaches for data and marketing analysis to drive better business outcomes. Students acquire skills to be an effective marketing or business analyst who are able to create a culture for data-driven decision making.
Comprised of three required courses and one elective, the program is designed to provide students with a rich learning experience. Theory and practice are integrated through opportunities for teamwork, coaching sessions, discussion, case studies, applied projects and networking.
Regular Program Required Courses
Data and Marketing Analytics Fundamentals
This course looks at the evolution, impact, and importance of data-driven decision-making, as well as the changing role of marketers, customer service managers, and business / product leaders in how they use data to work with stakeholders.
$995Winter2021Spring / Summer2021Fall2021
This course examines the tools, techniques, and strategies required to collect, manage, and analyze customer data. Participants will look at the role of data in understanding, driving, and improving customer acquisition, support, and retention.
$995Winter2021Spring / Summer2021Fall2021
Marketing Intelligence & Performance Optimization
Marketing intelligence combines marketing and customer analytics and data mining, visualization, tools and infrastructure. This course will focus on continuous improvement opportunities to optimize marketing and customer initiatives.
April 2021 $995Winter2021Spring / Summer2021Fall2021
This course reviews four cornerstones that define an Agile marketing project: iterative and incremental delivery, empirical process control, self-organized teams and information radiators. Participants will explore applying an Agile marketing approach.
May 2021 $995Winter2021Spring / Summer2021Fall2021
Mobile and Social Media Analytics
Participants will explore the key concepts, techniques and practices of mobile and social media analytics, and how you can successfully promote usage to drive higher profits, improve the customer experience, and create value to your organization.
June 2021 $995Winter2021Spring / Summer2021Fall2021
Program schedule may be subject to change.
UBC Sauder Continuing Studies offers 3 different delivery styles to fit your learning needs. Some courses are taught in multiple formats while others are delivered in one format only.
|Delivery||Scheduled Classes||Location||Features & Benefits|
||Yes||On campus & Online||Learn in the classroom through in-person interaction with instructors and classmates and through self-paced online instruction. Blended learning combines all the benefits of the in-person classroom experience and allows for easy access to learning materials increasing the flexibility to learn at your own pace.|
||Yes||Online||Learn through online classroom-style interaction with instructors and classmates in real time from anywhere in the world. Live Online creates a learning environment in which you collaborate and engage in live Q&A, webinars, and discussion forums.|
||No||Online||Learn independently when it’s convenient for you, while having the flexibility to collaborate with your classmates. Online coaching is available from our experienced industry professionals through virtual office hours and optional webinars to help assist you with course materials, assignments, and projects.|
The program is taught and facilitated by experienced, industry practitioners who are experts in business and marketing analytics.