RM4234

In this digital era, a large volume of digital footprints of users is being generated. The characteristics of users and their behaviors are tracked through various digital media such as websites, social media, and mobile platforms. Using quantitative methods to measure and analyze this “big data” has become crucial as it allows retailers and marketers to make informed decisions concerning consumer behavior. This course is designed to prepare students to become leaders in the digital retail world by leveraging various digital metrics and insights related to sales, reach, customers, to make strategic business decisions.

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