Digital Marketing & Data Science specialization

You will take the courses related to your specialization choice and select 3 out of the 4 following offer:


Social Media and Mobile Marketing in Asia
The Social Media Marketing course will teach how businesses and professionals can leverage multiple social networks and mobile and their millions of users in Asia. Aim of the course is to explore strategies and tactics adopted in Asia to develop social media and mobile marketing efficiently, the legal constraints and the cultural aspects.


Business analytics for Big Data with Watson
This course will equip you with insights and knowledge about how Big Data & Analytics contributes to business transformation and growth. It will deliver hands on education so that you get a framework on how to tackle big data projects. By considering market opportunities and drivers, industry specifics, required infrastructure and technology investments and organizational factors, you will be prepared to work on case studies, solve complex business and societal problems such as predicting and better understanding customer buying trends, optimizing organizational design, collecting and processing competitive intelligence, improving retail sales, or helping brand managers gather critical feedback on the success of a marketing campaign. This course will also touch on design thinking, a digital innovation project management methodology that is getting a lot of momentum in the market. The course developed with IBM.


Introduction to E-Commerce in Asia
E-commerce companies such as Alibaba are expanding their reach across Asia-Pacific by acquiring local retailers and investing in shipping centers. E-commerce market is dominated by marketplaces (like Amazon in the US and Europe) rather than stand-alone websites; these marketplaces account for more than 90% of online retail transactions.
These efforts, along with individuals gaining internet access, will drive ecommerce growth over the forecast period. Based on real case studies, the course aims to give an overview of the e-commerce strategies adopted in China, new payment methods and the ecosystem. This course will provide a better knowledge of the online opportunities to do business in the Asian world.


Data science and robotics in China
Software alone is powerful, but when it is mixed with hardware the possibilities are endless. Logistics, manufacturing, urban equipments, cars, consumer products... are becoming "smart" thanks to a mix of data science and robotics.
In this course, you will discover a range of applications currently developed in a variety of contexts. China is a particularly well suited place to discover the topic, given the advance of the country in the domain. Following this course, you will under the opportunities and constraints afforded by projects mixing data science and robotics, and to better evaluate their business relevance.