Singapore University of Social Sciences

Digital Marketing Analytics

Digital Marketing Analytics (MKT542)

Applications Open: 01 October 2021

Applications Close: 30 November 2021

Next Available Intake: January 2022

Course Types: Certificate Course, Modular Graduate Course, SkillsFuture Series

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C), Resilience

Funding: SkillsFuture

School/Department: School of Business


To understand the customer decision journey (CDJ) and to improve customer experiences at various touch points is essential in marketing, and the CDJ has quite different features in the digitalage. Digital marketing analytics is a very important tool to serve this purpose. This course lays out the foundation by explaining the theories and strategies of digital marketing analytics and furtherintroduces the practical methods of applying digital data to the real business issues. The standard process of conducting digital marketing analytics is emphasised. This course compares the traditional and digital channels and focuses on the different measures to examine the effectiveness of the digital marketing campaigns. It also includes the new technology trend and challenges faced when making use of new media data.

Level: 5
Credit Units: 5
Presentation Pattern: Every January


  • Three-step Marketing Model and ZMOT
  • CDJ - Customer Decision Journey
  • The evolvement of CDJ in digital age
  • MAP - Marketing Analytics Planning
  • Marketing analytics tools
  • Web data collection, analysis and visualization
  • Digital marketing research
  • Digital customer profiling
  • How digital waves change traditional channels
  • Digital channels and the different metrics to measure effectiveness
  • Case: E-commerce platforms and their CDJ
  • Challenges of new media data

Learning Outcome

  • Appraise the customer decision journey in the digital era.
  • Construct customer profiles.
  • Propose a digital marketing analytics plan.
  • Design integrated digital marketing campaigns that fit in each stage of the customer decision journey
  • Collect and examine new media data with marketing analytics tools.
  • Analyse and visualise data with marketing analytics tools.
  • Evaluate the effectiveness of different digital marketing channels.
  • Choose marketing analytics tools to utilize big data.
  • Compose digital marketing strategy to effectively target and interact with consumers.
  • Design marketing analytics plans to monitor and evaluate the effectiveness of marketing campaigns.
  • Demonstrate proficiency in communication.
  • Demonstrate proficiency in group works.
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