DIGITAL BUSINESS & ANALYTICS (2 SCU)

Learning Outcomes:

The objective of the course is to provide the understanding of how digital business and digital analytics share a strong synergy. The course will also give some highlights about digital analytics to understand consumers’ insights. Upon the completion of this course, students will have the knowledge of the benefit of the available digital data such as customer profiling and segmentation in the online world and to take the benefit of online media to develop customer engagement strategy.

Topics:

This course will allow students to appreciate the major issues in collecting, managing, storing and using customer data from within digital media. The course will explore what are the factors that drive successful e-commerce and get a deeper insight into some of the biggest e-CRM programs in the world.

Pre-requisite: Marketing Management