6 months to complete
The ability to collate data from multiple sources is crucial in contemporary Marketing – always with a view to improving the customer experience and ultimately, the bottom line. It’s often true, that access to data is the easy part; the real challenge, is sharing, analysing and collaborating on the data.
This course is designed to help you build the skills to help companies generate insights from their data that can be used to improve their relationships with their customers. “In a world of ever-growing channels and higher-than-ever consumer expectations, it’s an approach that will surely continue to pay major dividends.” [Source: Google Analytics Solutions Marketing in the Driver’s Seat: using Analytics to Create Customer Value 2016]
Eddy's marketing and business management career spans over 25 years, working with globally recognised brands such as Campbell Arnott's, Blackmores and Cochlear Limited, across Australia and the Asia Pacific region. This extensive experience, plus his passion for education and mentoring, provides an effective platform for Eddy to share his knowledge of marketing analytics and customer experience with his students.
Eddy is well qualified for teaching this course having achieved an Advanced Diploma in Marketing and Communication, Advanced Diploma in Leadership and Management and a Master of Management from the Macquarie Graduate School of Management. He is currently enrolled in a PhD with Western Sydney University. Eddy is also a Fellow member of the Australian Marketing Institute.
TAFE Digital is the first VET provider to offer this specialist skill set for digital marketers, marketing analysts and social media strategists to address the industry need for marketing skills that use analytics to predict and optimise the customer experience, across all channels.
This course uses adaptive learning activities, high interaction and rich media to demonstrate the use of software tools and big data engines to:
- mine and analyse data
- gain customer insights
- formulate digital and social media strategies
- improve the customer journey.
Benefits to students:
- update existing marketing skills or
- gain competitive new skills for marketing future state.
Benefits to business:
- find people whose perspective is across the whole data set
- fast-track competitive advantage in global markets.
As a marketing student, there may also be opportunities to connect with startups and innovative companies through Ribit.net. This free online platform focuses on connecting students with digital skills—coding, engineering, web and graphic design, project management, marketing, business, finance and accounting—and employers. Students post a profile and apply for jobs; employers post a job and search for students. Ribit also runs speed-dating for jobs events. It’s an opportunity to practice interview skills and build networks as well as matching for jobs.