DGKA1008 Digital Platforms and Analytics (5 op)

• The course introduces data analytics tools in four categories (web and mobile applications; social media management; SEO: search engine optimization; CRM: customer relationship management) and artificial intelligence large language models (LLM) on digital platforms.
• (Digital) commerce is central application field of analytics that focuses on analysing and reporting on customer engagement in digital environments, benchmarking competitors and the industry, and evaluating and improving the performance of digital channels with responsibility and sustainability concepts and practices.

After completing this course, students can...

1. fraud detection: identify and apply concepts and tools related to digital analytics on online platforms in various digital contexts;
2. marketing optimization: gain an understanding of the current state of digital platform analytics and understand how businesses can leverage digital and social media channels;
3. personalization optimization: analyze customer engagement in digital environments, compare competitors and the industry, and evaluate and improve the performance of digital channels;
4. inventory management: learn how to analyze marketing and customer data to make meaningful decisions with responsibility and sustainability.

Digital Commerce minor subject students are required to complete three (3) courses within the module before beginning this course. At time of enrolment, also ongoing courses will be accepted as prerequisites.

On Moodle