OUTPUT
The handling and analysis of data is a central element in marketing. On the one hand, the increasing availability of data leads to new insights into customers, competitors and the success of one's own activities; on the other hand, however, the use of new technologies also increases complexity. The value of data in marketing is now undisputed. However, marketers without basic technical knowledge often have reservations about using data. In addition, a broad landscape of tools and service providers has developed that need to be evaluated and their use optimized. This is where CAS Marketing Analytics comes in.
LEARNING OBJECTIVES AND BENEFITS
The CAS Marketing Analytics provides a holistic perspective on marketing analytics by looking at the various aspects of "data-driven marketing" in a networked way. Participants will be able to analyze, assess, implement and coordinate the use and implementation of marketing analytics in their companies. There is no industry focus.
The CAS Marketing Analytics can be completed individually or as part of the MAS Customer Relationship Management, MAS Marketing Management, MAS Digital Marketing, MAS Product Management and MAS Digital Transformation.
Target audience
- Managers and specialists in marketing management, product management or customer relationship management who want to learn about and implement use cases for their companies.
- Persons in charge as well as specialists in the field of market research who would like to get to know new possibilities of market research.
- Persons who have a corresponding interface function and would like to deepen their knowledge with regard to the current developments in the field of marketing analytics and seek an exchange of experiences.
Objectives
Module 1
- A detailed understanding of the prerequisites and success factors of marketing analytics in an SME.
- Application of knowledge in planning and implementing marketing analytics initiatives and added values in the company.
- Detailed understanding of the strategic and tactical implications on the organization when using Marketing Analytics.
- Identify, assess, and weigh marketing analytics deployment opportunities in SMBs at the organizational and strategic levels.
- As part of the professional development course, students will have the opportunity to learn and use communication skills (communicating in a way that is appropriate for the recipient is part of the curriculum) (performance assessments/group discussions).
- Students have various opportunities to improve their self-learning skills by learning from a model or by dealing with case studies.
Module 2
- Students will know which aspects and hurdles play an important role in the operational use of marketing analytics in an SME.
- Students are able to identify and implement added values to an SME with marketing analytics by applying learned knowledge.
- Students are able to analyze data, interpret it and weigh up suggestions for the operational implementation of marketing analytics.
- Students are able to identify optimal variants of operational proposals.
