Digital Marketing

Marketing is one of the most important applications of big data. In the field of digital marketing, optimization of official websites, social media operations, and network data analytics are all indispensable capabilities for marketers in this era. During the past ten years, digital technology has brought a considerable impact on marketing management; when marketing strategies have continued to evolve with the development of digital media, the importance of digital marketing has increased day by day. Recently, many top-notch business schools have also begun to launch brand-new curriculums regarding this new-born significant field. While there is a huge difference between these new courses and traditional marketing management that many topics and content are still not common to be seen in domestic business schools. In order to enable our students to learn the new digital marketing knowledge as well as the methods of internet data analytics simultaneously, we organized related curriculums launched by some prestigious schools (Harvard, MIT, Stanford, Yale, Wharton, Berkeley, Cornell, Princeton, Columbia, etc.) into the self-study course map as below. All the courses or programs in the picture provide the option of free auditing. Just click the course name, then you can connect to the homepage of course information.

First, we divide these online courses into two major categories: digital marketing and business data analytics; under the major categories, we then sort out 4 themes according to the content of the courses, and finally, we divide them into four levels of courses according to relevance and difficulty with different colors shown as below:

• Basic courses: The content is relatively simple that students can study online by themselves.
• Advanced courses: The content is relatively broad and complex. It is recommended that students form study groups to learn together, or discuss with the teacher.
• Professional courses: The content is more professional and in-depth, which are suitable for students who are particularly interested in certain fields.
• Reference courses: The topics are similar to those of the above courses. It would be suitable for those who require other references or supplementary content.

Students can choose courses based on their own level and interest; while if possible, we recommend that students try to start with basic courses. You will find that in these online teaching platforms, lots of prestigious business schools are competing with each other by selecting the best faculties and invest a great deal of resources. Through these courses, we can absorb the latest trends of marketing management and data analytics methods just like students from the first-rate business schools.

Under the two themes of business data analytics and social network analytics, there are some courses that require the basic knowledge of R language. For the students who do not know how to use R language, please refer to our R language self-study map first. While for business school students without information management background, learning R language is the best way to enter the field of business data analytics. That is to say, you must first learn it well before you can further study subjects related to big data and artificial intelligence. From the self-study map above, you may be able to see that for business school students, programming languages and algorithms are actually not the focus of our learning; through the plug-in package of R language, we will teach you to use high-level tools for data analytics, and try to put the emphasis on digital marketing strategies that are based on data analytics. As before, the Management Academic Center will continue to launch short-term courses, workshops, or organize study groups to help you learn this year; if you have any problems while taking these courses, you are also welcome to have further discussion in Data Analytics and Statistical Methods Consultation Center.