The Specialist Diploma in Marketing Analytics and Insights enables diploma graduates and marketing practitioners to gain critical knowledge and skills in frontier areas such as data analytics, marketing research, and behavioural insights, thereby gaining an employability edge in relevant fields. This practicum-focused course utilises case studies of the best and most current industry practices to turn valuable consumer insights, innovative marketing ideas, powerful data analytics, and visualisation techniques into implementable business strategies.
Upon completion of the programme, graduates will be able to:
- Execute market research to gather and validate consumer behaviour pertinent to their business
- Implement business decisions and strategies based on interpreted consumer insights as well as analytics
- Devise and manage an effective marketing campaign using marketing and integrated marketing communication knowhow.
The Specialist Diploma in Marketing Analytics and Insights targets mature adult learners seeking employment in key marketing functions, and incumbent employees from any sector looking to upgrade or deepen their skills in data analytics and marketing research.
What is So Unique About This Programme?
Republic Polytechnic’s Specialist Diploma in Marketing Analytics and Insights is a unique full-qualification programme. It equips prospective participants with in-demand knowledge and skills required in the area of marketing analytics to manage marketing activities and campaigns. Through modules like “Consumer Research with Data Visualisation”, students will be prepared to acquire industry-recognised certifications such as the Tableau Desktop Specialist Certification.
Many programmes related to data analytics offered in the market today tend to focus on general business analytics and data management, and require prior knowledge in programming. Unlike them, the Republic Polytechnic’s Specialist Diploma in Marketing Analytics and Insights does not have such prerequisites.
Furthermore, students who attain a Grade Point Average of 3.0 and above upon completing the Post-Diploma Certificate in Consumer Research & Insights will receive credit recognition for relevant modules in the Bachelor of Science in Marketing (part-time degree), offered by Singapore University of Social Sciences (SUSS).
Alternatively, similar recognition can be received upon passing relevant Challenge Examination by SUSS.
How often do I need to attend the course?
Lessons will be held twice a week online with some in-person sessions at RP ACE @ Woodlands / Singapore University of Social Sciences (SUSS) .
|Day of Lessons
6:30pm – 9:30pm
The Specialist Diploma in Marketing Analytics and Insights will take a year to complete. Participants will be required to take two Post-Diploma Certificates, equivalent to a total of 264 learning hours. The Specialist Diploma in Marketing Analytics and Insights will be issued upon meeting 50% of attendance requirement and passing all coursework and assessment.
1. Post-Diploma Certificate in Consumer Research & Insights by Republic Polytechnic
Consumer Behaviour & Behavioural Insights
This module provides students with an understanding of the consumers' behaviour and uses behavioural insights frameworks to modify the behaviours of the consumers to achieve and influence better outcomes for the decision-making process.
- Analyse the pre-purchase stage factors that affect consumer behaviour
- Analyse the purchase stage factors that affect consumer behaviour
- Analyse the impact of external factors that affect consumer behaviour
- Establish the psychology theories in behavioural insights
- Evaluate and apply the framework of judgment and decision-making in behavioural insights
Consumer Research with Data Visualisation
This module provides students with comprehensive coverage of concepts, tools, and techniques to gain consumer insights, with an emphasis on generating, applying, and interpreting these insights obtained to aid business decisions making particularly in the area of consumer marketing.
- Formulate a market research plan incorporating the various stages of the market research process
- Evaluate the use of exploratory and descriptive research designs, qualitative and quantitative research methods, and primary and secondary data in market research
- Compare the various sampling and data collection techniques
- Develop quantitative and qualitative research materials for the gathering of primary data
- Apply appropriate data visualisation tools (graphs, charts and images) for communication of key research findings
- Analyse information and data through content analysis and various statistical techniques using Tableau, to provide meaningful consumer insights that addresses business objectives
- Analyse a given dataset to suggest strategies to improve specific business objectives using data storytelling techniques.
2. Post-Diploma Certificate in Marketing Analytics & Management by Singapore University of Social Sciences
Branding using Social Media (CET310)
Students will learn the core principles of brand management and apply them in the social media and digital environment. Students will also learn how to implement an integrated digital marketing programme through social media to maximise a brand’s equity and attain its desired market position in the minds of consumers.
- Analyse the brand management process in the social media environment
- Examine the meaning and various sources of brand equity
- Discuss the role of brand resonance in the social media environment
- Assess how brands leverage social media to engage prospects and customers
- Demonstrate the importance of a brand mantra in establishing a brand position
- Illustrate the importance of brand safety in the social media environment
- Develop brand mantras to guide the brand management process
- Create and build brand equity through social media platforms
- Formulate a branding strategy using appropriate social media platforms
- Execute integrated digital marketing programme through social media platforms
Analytics for Decision-Making (ANL203)
ANL203 Analytics for Decision-Making aims to equip students with the knowledge and skills to discern how different analytics techniques can be used to generate useful information for decision-making.
The course introduces various analytical techniques like visualization, statistics, data mining, text mining, and forecasting. Cases will be used extensively and students will also be exposed to some of the software used in selected analytical techniques.
- Define the characteristics of big data.
- Explain the potential benefits and challenges of using Big Data.
- State the differences between Hadoop and the traditional databases in supporting Big Data.
- Discuss the similarities and differences between different analytical techniques to derive information for decision-making.
- Match the relevant software used to execute different analytical techniques.
- Recommend the appropriate analytics techniques to derive useful information to support decision-making for a variety of business problems.
- Apply the CRISP-DM [Cross-Industry Process for Data Mining] framework to facilitate a structured approach in implementing an analytics project.
- Identify the critical success factors in ensuring the successful application of analytics for decision-making.
Integrated Marketing Communications (MKT358)
MKT358 Integrated Marketing Communications integrates traditional advertising, public relations, direct marketing, promotions, and new media platforms to apply an optimum mix of media and message strategies to motivate the target audience to make a purchase.
This course provides students with the knowledge of various methods by which organisations communicate with their markets, as well as an understanding of the analysis and design of integrated marketing communications programmes.
- Examine the factors, participants, and planning process of an effective integrated marketing communications programme.
- Discuss objective setting for advertising and promotions and assess their functions.
- Appraise communications creativity and the importance of a creative strategy: involving planning, development, implementation, and evaluation for the success of the promotional campaign.
- Develop a media plan and understand how a media strategy is developed, implemented, and evaluated.
- Design the various elements of the promotional mix in view of an effective promotional strategy.
- Evaluate the relative effectiveness of various advertising media, including direct and Internet marketing, and explain how such effectiveness is measured.
Marketing Management (MKT 202e)
MKT202e Marketing Management aims to provide students with an introduction to marketing management and seeks to provide insights into the key concepts and general activities associated with the marketing function. It focuses on the fundamentals of consumer behaviour, market research, segmentation, target marketing, and positioning, branding, and marketing mix management.
The course also aims to build students’ knowledge and skills in the managerial aspects of marketing with a focus on the development and execution of marketing plans and programmes.
- Explain the key concepts of marketing
- Discuss the factors in consumer management
- Examine the market segmentation, targeting, and positioning process
- Analyse the role of products, services, and prices
- Demonstrate the role of marketing channels
- Apply marketing communication tools
The minimum entry requirements (MER) for the Specialist Diploma in Marketing Analytics and Insights are as follows:
Applicants should possess at least a local diploma qualification or equivalent from recognised institution.
Applicants who do not meet the entry requirements may be considered for admission to the course based on evidence of at least five years of relevant working experience or supporting evidence of competency readiness. Suitable applicants who are shortlisted will have to go through an interview and/or entrance test.