HIGHER EDUCATION COURSE IN MARKETING ANALYTICS

INTRODUCTION

The Higher Education Course in Marketing Analytics is a training program designed to provide students with the skills necessary to understand, analyze, and use data in the digital marketing arena. During the course, students will learn how to apply advanced analytical techniques to understand and optimize customer behavior, improve market segmentation, and make informed marketing decisions.

Choose to train at ENEB, one of the most prominent distance business schools in Europe, allowing you to train at the highest level from anywhere, with daily support from all professors and tutors.

CERTIFICATION

Upon completing your studies, you will be eligible to receive a double certification awarded by the European Business School of Barcelona, endorsed and certified by Universidad Isabel I:

• Higher Education Course in Marketing Analytics

WHO IS IT FOR?

The Higher Education Course in Marketing Analytics is aimed at:

• Marketers who want to use data to make informed marketing decisions and improve the effectiveness of their campaigns.
• Data analysts who want to apply their skills in digital marketing and advertising.
• Business managers looking to use data to improve the efficiency and effectiveness of their operations.
• Entrepreneurs who wish to apply analytical techniques to make informed decisions and develop growth strategies.
• Students who wish to obtain specialized training in the field of digital marketing and data analysis.

OBJECTIVES

The curriculum of the Higher Education Course in Marketing Analytics aims to equip students with the following knowledge and skills:

• To provide students with a solid understanding of the data analysis techniques used in digital marketing.
• To familiarize students with the most commonly used data analytics tools and technologies used in digital marketing.
• To help students apply advanced analytical techniques to optimize customer behavior and improve market segmentation.
• Equip students with the skills necessary to make informed data-driven marketing decisions.
• Develop students’ communication skills to present data analytics results effectively to decision makers.

EMPLOYMENT OPPORTUNITIES

ENEB is recognized by the most prestigious companies in different sectors. Its training, adapted to the current reality of the labor world, allows the student to perform perfectly in any company and to develop a promising professional career.

When you finish the Higher Education Course in Marketing Analytics, you will be able to register in our Job Bank in which ENEB has agreements with important business firms.

SYLLABUS

The Higher Education Course in Marketing Analytics is made up of the following syllabus:

TOPIC 1: HOW TO OPTIMIZE YOUR WEBSITE

• 1.1 The role of analytics
• 1.2 Site structure: Sitemap and wireframing
• 1.3 Web forms
• 1.4 Navigation routes
• 1.5 Conversion in purchasing processes or registrations
• 1.6 Heat maps
• 1.7 Functional problems
• 1.8 Accessibility and usability issues
• 1.9 Techniques for developing a proposal for effective change
• 1.10 Mobile web application or native apps?

TOPIC 2: WEB TRAFFIC MANAGEMENT

• 2.1 Google analytics
• 2.2 Google tag manager
• 2.3 Google search console
• 2.4 Tools for collecting design information and/or usability
• 2.5 Tools to measure web performance

TOPIC 3: AFFILIATE MARKETING AND ITS MEASUREMENT

• 3.1 Understanding affiliate marketing
• 3.2 Strategies applied to affiliate marketing
• 3.3 Analytics applied to affiliate marketing

TOPIC 4: GOOGLE DATA STUDIO

• 4.1 What is google data studio?
• 4.2 Tool features and interface
• 4.3 Data sources in data studio
• 4.4 Data studio reports

DISTANCE LEARNING 

METHODOLOGY

In order to balance personal and professional life, the Higher Education course is offered entirely online. This way, you can access all the educational content through our Virtual Campus, which will be your main platform for learning, allowing you to study from anywhere in the world at any time. All assessments and final projects are also conducted remotely.

Once enrolled, you will be able to access the Virtual Campus with all the academic resources you need, providing continuous communication with other students and professors. You will have access to discussion forums, be able to undertake executive training in English, and connect with all your classmates through the ENEB Campus, among many other possibilities.

EVALUATION

Consistency is a key element in your study plan. Through the self-assessments provided via the Virtual Campus, you will be able to consolidate the knowledge you have acquired.

In order to pass the Higher Education course, it is essential to submit a final project for the course. Once your team of tutors has evaluated you, you can see your grade on the Virtual Campus. Additionally, you will receive a detailed document via email explaining all the points of your case study.

In the evaluation, your tutors will assess the following aspects:

• Presentation of the exercise, design, visual richness, and spelling.
• Development of the work, complexity of the statement, logic, and coherence in the results obtained in the case study.
• Added value in the analysis and development of the proposed case.

It is important to remember that all self-assessments are voluntary and do not count towards the final grade for each subject.