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BUSINESS DATA ANALYTICS AND MARKETING INTELLIGENCE (2022-2023)

General information

This course may undergo changes in the calendar, teaching methodology or assessment procedure depending on the course of events and the guidelines of health authorities in relation to the COVID-19 crisis. Notwithstanding, the quality of the training and the achievement of objectives are guaranteed in all cases.
Qualification awarded: Diploma d'Especialització/Diploma de Postgrau (Degree Universitat Barcelona)
Management:
  • Giner Pérez, Cristina
Number of credits: 30,00
Length of course (in academic years): 1
Mode of delivery (face-to-face/ blended/ distance): Face-to-face
Centre responsible : Institute for LifeLong Learning IL3-UB
In-company placement(s): No
Enrolment fee:
  • 4.830,00 €
  • An increase of 10% is applied to the price, up to a maximum of € 70, as administration fee
Classes begin: 10/18/2022

Objectives and admission

Learning objectives:
- Understand the data available to the company and how to enrich them using other sources.
-To construct a data matrix considering the RGPD regulations and know how to analyse it.
- Define metrics and KPIs to analyse and interpret data, learn modelling techniques and thus measure business objectives.
- To know how to define the presentation of reports and construct a balanced scorecard to monitor key metrics and indicators of performance.
- To understand data as a channel for resolving problems and taking decisions from the perspective of marketing, considering RGPD regulations.
- To be able to identify relevant data based on key performance indicators to obtain business intelligence.
- To understand the data in CRM, eCommerce, a marketing campaign and in Social Media Listening to understand consumer behaviour.
-To know how to present results of data obtained through visualisation to establish proposals for action.

Recommended applicant profiles and admission requirements:
Professionals working in areas in which decision-making is vital to analyse the business, and who need to create a business improvement programme. These profiles will use data to identify problems and determine solutions. Possible professional areas are:
- Marketing department (managers, technicians and marketing assistants, product directors, project managers and people in CRM positions).
- Communication (journalists, brand managers, social, community and content managers, advertising professionals).
- Sales (key account managers, sales directors).
- Managers or directors of SMEs who need to work with data and learn to interpret them as a basis for decision-making.
- Market research consultants or managers.
- People in the area of human resources, who make an increasing number of business and marketing decisions on employees as consumers of their construction of the employer brand.
Admission requirements:
The following knowledge of Excel is required:
To understand the basic functions of Excel: cells, rows and columns.
To order and filter values.
To create basic statistical formulae (averages, percentages, quartiles, percentiles...).
Functions of data management (CONCATENAR, BUSCARV, etc.).
- To learn to create dynamic tables.
- To learn to create dynamic tables.

If the student considers that they do not have this knowledge, the postgraduate course will include a 5-hour training session on Excel (shared with students from the expert course) at the start of the programme.

Attendance of this session is optional. After this session, students will be responsible for gaining the knowledge they need to continue.

Admission for applicants not holding a degree qualification:
Students who are not university graduates may be admitted on these courses. These students will be eligible for a university extension course certificate.Information regarding the entry requirements in this case can be obtained from the course coordinators.

Date on which pre-enrolment begins: 2/1/2022
Date on which pre-enrolment ends: 10/11/2022

Further information

FACULTY OR SCHOOL WHERE THE COURSE IS TAUGHT

Name of individual or institution: Institut de Formació Contínua - UB
Address: C/ Ciutat de Granada, 131 08018 Barcelona Espanya
Email address: info@il3.ub.edu
Webpage: https://www.il3.ub.edu/ca/postgrau/postgrau-business-data-analytics-marketing-intelligence.html
Telephone: 93 309 36 54
Fax: 93 403 96 97
Observations: Tuesday and Thursday, from 6.45 p.m. to 9.45 p.m. and four Saturdays from 9 a.m. to 1.30 p.m, during the postgraduate course.
This is a face-to-face programme but it includes the possibility of some students attending sessions remotely.


FOR FURTHER ENQUIRIES

Name of individual or institution: Institut de Formació Contínua - UB
Address: C/ Ciutat de Granada, 131 08018 Barcelona Espanya
Email address: info@il3.ub.edu
Webpage: http://www.il3.ub.edu
Telephone: 93 403 96 96
Fax: 93 403 96 97
Observations: Monday to Friday, from 9 a.m. to 7 p.m.

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