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Centre for Professional Development and Lifelong Learning

Postgraduate Modules

Management Studies

Digital Analytics


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

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

  • 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).

At a Glance

  • Admissions Term: 2018/2019 Semester II
  • Date: Semester: 2 (January to May)
  • 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 (US $1,192.50) {with assessment} ; BDS $2,030 (US $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.