Objectives and competences
The postgraduate programme prepares students to understand the data processes necessary to obtain information and, with this information and through the right questions, to be able to define business strategies and propose solutions to detected business problems. In addition to be being able to participate in any marketing intelligence project from the definition to the activation phase, students will be capable of promoting and managing such projects. By the end of the course, students will be able to prepare datasets, process them, define metrics and KPIs, create dashboards and interpret their results to add value.
Basic information
| Type | Postgraduate courses |
|---|---|
| Certificate | Specialization diploma |
| Faculty or school | Institut de Formació Contínua IL3 |
| Branch of knowledge |
|
| Mode of delivery | Face-to-face |
| Credits | 30 |
| Length of course | 1 academic year |
| Language(s) of instruction | Spanish |
| Enrolment fee: | First year: 4.830,00 € An increase of 10% is applied to the price, up to a maximum of € 70, as administration fee |
| In-company placement(s): | No |
| Classes begin: | 22/10/2024 |
| info@il3.ub.edu | |
| Master's degree course homepage | https://www.il3.ub.edu/postgrado-business-data-analytics-marketing-intelligence |
| Managment | Giner Pérez, Cristina |
| Open pre-enrolment | No |
| Lead to doctoral studies | No |
| Admission for applicants not holding a degree qualification: | Sí, amb crèdits pendents (10% o menys) |
Objectives and competences
Objectives
-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.
Access and admission
Applicant profile and access requirements
Recommended applicant profile
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.
Access requirements (knowledge of Excel):
- Understand the basic operation of the program: 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 graphs.
- 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.
Access requirements and conditions
The course is also open to students with no prior university education, who will acquire the same knowledge and skills and receive a specific qualification for their learner group. Information on the access requirements and other conditions can be obtained from the course directors.Pre-enrolment
Contact us
Faculty or school where the course is taught
| Address: | Institut de Formació Contínua - UB C/ Ciutat de Granada, 131 08018 - Barcelona Espanya |
|---|---|
| Email address: | info@il3.ub.edu |
| Webpage: | https://www.il3.ub.edu/postgrado-business-data-analytics-marketing-intelligence |
| Telephone: | 93 309 36 54 |
| Observations: | Tuesday and Thursday, from 6.45 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
| Address: | Institut de Formació Contínua - UB C/ Ciutat de Granada, 131 08018 - Barcelona Espanya |
|---|---|
| Email address: | info@il3.ub.edu |
| Webpage: | https://www.il3.ub.edu/postgrado-business-data-analytics-marketing-intelligence |
| Telephone: | 93 403 96 96 |
| Observations: | Monday to Friday, from 9 a.m. to 7 p.m. |