Digital Analytics

Postgraduate Modules

Overview

This course is designed to develop students’ conceptual and practical understanding of how to utilize digital data to drive business success. Specifically, it will expose students to an array of the most current digital analytics tools and methods as well as to the technical information necessary to: obtain and analyse digital data, turn data into insights and communicate insights into actionable recommendations. Upon completion of this course, students will be equipped with the skills necessary to implement digital analytics in an organizational context in order to support and achieve both strategic and tactical business objectives.

Mode of Delivery: Face-to-Face, Online, HyFlex or Blended

What will I Learn?

On successful completion of this course students will be able to:

Explain the value of digital analytics in business strategy;
Identify key metrics and KPIs used in digital analytics;
Obtain digital data from different digital platforms;
Efficiently analyse real-world digital datasets using the appropriate digital analytics tools, methodologies, and technology;
Transform digital data into insights to make actionable recommendations and inform the decision-making process;
Conduct a comprehensive digital analysis for a business;
Effectively utilise data visualisation techniques to present data in a meaningful manner to intended audiences.

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training, including analysts and professionals with minimum to moderate levels of experience working with digital analytics data or digital analytics tools who would like to better understand how to translate statistics and metrics into insights for business decision making; marketing and sales professionals who have the responsibility for developing and managing digital campaigns

Important Information

Semester II, 2020/2021 (Jan 2021) postgraduate modules will be delivered ‘face-to-face’, ‘online’, ‘blended’ or ‘hyflex’. See Mode of Delivery definitions below:

Face-to-Face
Face-to-face teaching is an instructional method where course content is taught in person, in a physical classroom environment.

Online:
Online teaching is an instructional method where students and instructors connect via technology to review lectures, submit assignments and communicate with one another. No face-to-face learning occurs since lectures, assignments and readings are delivered online.

Blended:
Blended teaching (also known as hybrid or mixed-mode) is an instructional method where a portion of the traditional face-to-face instruction is replaced by web-based online instruction. Therefore, classes are delivered via electronic and online media as well as traditional face-to-face teaching.

HyFlex:
Hybrid-Flexible (also known as HyFlex teaching) integrates in-class instruction, online synchronous video sessions, or asynchronous content delivery. The instructor will deliver the class in a regular classroom, but students may attend in person, participate in the class through video conferencing, or watch a recording of the class session.

Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
Individuals applying for postgraduate modules, whose native language is not English, must take tests, to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

Get Started

At a Glance

Admissions Term: 2025/2026 Semester II
Registration: Open
Date: January to May 2026
Time: TBA
Duration: 12 weeks (36 hours)
Certificate Awarded: Postgraduate Professional Development Certificate of Competence
Course Code: BUSA 6006
Capacity: 5
Cost: BDS $2,385 (USD $1,192.50) {with assessment}; BDS $2,030 (USD $1,015) {without assessment}

The following topics will be addressed:

Introduction to Digital Analytics
Digital Analytics Techniques
Analytic Strategies: segmentation and context
Conversion Attribution
Digital Analytics tools and software
Key Performance Indicators (KPI)
Digital Metrics
Website Metrics
Display metrics
Email Metrics
Social Media Metrics
Digital Media Analytics
Website Analytics
Display Analytics
Email Analytics
Social Media Analytics
Data Visualization
Digital Analytics Case Studies

For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.

This course will be delivered using a combination of practical and interactive approaches. While some of the course content will be delivered using interactive lectures, the majority of it will be devoted to developing students’ real-world data analytic skills through laboratory sessions, and practical individual and group assignments. The use of various technological media such as Power-point and video illustrations of step-by-step procedures will also be utilised when necessary.

TBA

Postgraduate Modules