Marketing & design
Marketing Analytics
Build an evidence-led Marketing Analytics foundation you can explain in a real workplace or interview.
Use campaign data to evaluate performance and improve decisions.
About this course
Learn objectives, metrics, attribution limits, dashboards, experiments, reporting and recommendations.
Career relevance
Where this can take you
Designed for learners exploring marketing careers and building a practical, honest portfolio.
Portfolio project: Create a Marketing Analytics capstone pack that documents your purpose, method, evidence, quality check and next action.
Skills you will gain
Practical skills, not just theory
What you will learn
Understand the core workflow behind marketing analytics.
Create practical evidence using controlled, workplace-ready methods.
Make evidence-led decisions, communicate limitations and escalate appropriately.
Present a portfolio-ready capstone and development plan.
Objective map
A numbered, measurable syllabus
Every lesson, knowledge check and practical activity maps to the objectives below. Domain weights show how much of the programme each area represents.
Domain 1
Marketing Analytics: role and foundations to Metrics
- 1.1Analyse and evaluate marketing analytics: role and foundations in a realistic marketing analytics context: establish the purpose, professional boundaries and workplace context for marketing analytics.
- 1.2Demonstrate objectives in a realistic marketing analytics context: apply objectives to a realistic marketing analytics brief, documenting the decision, evidence and next action.
- 1.3Demonstrate metrics in a realistic marketing analytics context: apply metrics to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Domain 2
Attribution limits to Experiments
- 2.1Demonstrate attribution limits in a realistic marketing analytics context: apply attribution limits to a realistic marketing analytics brief, documenting the decision, evidence and next action.
- 2.2Demonstrate dashboards in a realistic marketing analytics context: apply dashboards to a realistic marketing analytics brief, documenting the decision, evidence and next action.
- 2.3Demonstrate experiments in a realistic marketing analytics context: apply experiments to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Domain 3
Reporting to Integrated Marketing Analytics workflow
- 3.1Demonstrate reporting in a realistic marketing analytics context: apply reporting to a realistic marketing analytics brief, documenting the decision, evidence and next action.
- 3.2Demonstrate recommendations in a realistic marketing analytics context: apply recommendations to a realistic marketing analytics brief, documenting the decision, evidence and next action.
- 3.3Analyse and evaluate integrated marketing analytics workflow in a realistic marketing analytics context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
Domain 4
Portfolio lab: Marketing Analytics case to Final Marketing Analytics capstone
- 4.1Analyse and evaluate portfolio lab: marketing analytics case in a realistic marketing analytics context: create a portfolio-safe marketing analytics artefact from a realistic workplace scenario and explain the choices made.
- 4.2Analyse and evaluate final marketing analytics capstone in a realistic marketing analytics context: complete and review an end-to-end marketing analytics case with evidence, quality checks, limitations and a professional recommendation.
How the programme works
Learn, practise, explain and prove it
This is a long-form, eight-week guided programme rather than a stack of short articles. Each module contains six substantial lessons that move from concepts and methods into a worked case, a quality clinic, a workplace lab and assessed reflection.
1. Guided learning
Study the purpose, process, risks and professional standard through structured readings and active notes.
2. Worked cases
Compare plausible options, expose missing evidence and defend a decision under realistic constraints.
3. Quality clinics and labs
Diagnose weak work, revise it against a rubric and create portfolio evidence with a full audit trail.
4. Hard assessment
Pass applied checks and the final assessment at 85%, with no unresolved critical-error questions.
Curriculum
A complete programme, module by module
The curriculum below shows the actual learning pathway, objective and evidence for every module. Full lessons remain locked until enrolment.
Build the base
Standards, vocabulary and the core method you will use throughout the programme.
01Marketing Analytics: role and foundationsEstablish the purpose, professional boundaries and workplace context for marketing analytics.+
Measured objectiveAnalyse and evaluate marketing analytics: role and foundations in a realistic marketing analytics context: establish the purpose, professional boundaries and workplace context for marketing analytics.
Evidence you will produceA checked working paper, analysis or report for marketing analytics: role and foundations, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
02ObjectivesApply objectives to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate objectives in a realistic marketing analytics context: apply objectives to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for objectives, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
03MetricsApply metrics to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate metrics in a realistic marketing analytics context: apply metrics to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for metrics, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can explain the fundamentals and complete a first guided task.
Develop core skills
The working skills and tools of the role, practised one at a time.
04Attribution limitsApply attribution limits to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate attribution limits in a realistic marketing analytics context: apply attribution limits to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for attribution limits, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
05DashboardsApply dashboards to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate dashboards in a realistic marketing analytics context: apply dashboards to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for dashboards, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
06ExperimentsApply experiments to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate experiments in a realistic marketing analytics context: apply experiments to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for experiments, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can carry out routine work independently and check it properly.
Apply it in realistic scenarios
Case studies and simulations with competing priorities and incomplete information.
07ReportingApply reporting to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate reporting in a realistic marketing analytics context: apply reporting to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for reporting, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
08RecommendationsApply recommendations to a realistic marketing analytics brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate recommendations in a realistic marketing analytics context: apply recommendations to a realistic marketing analytics brief, documenting the decision, evidence and next action.
Evidence you will produceA checked working paper, analysis or report for recommendations, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
09Integrated Marketing Analytics workflowConnect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.+
Measured objectiveAnalyse and evaluate integrated marketing analytics workflow in a realistic marketing analytics context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
Evidence you will produceA checked working paper, analysis or report for integrated marketing analytics workflow, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can make and justify decisions in realistic situations.
Prove it and plan your next step
Portfolio evidence, final review and a development plan you can show an employer.
10Portfolio lab: Marketing Analytics caseCreate a portfolio-safe marketing analytics artefact from a realistic workplace scenario and explain the choices made.+
Measured objectiveAnalyse and evaluate portfolio lab: marketing analytics case in a realistic marketing analytics context: create a portfolio-safe marketing analytics artefact from a realistic workplace scenario and explain the choices made.
Evidence you will produceA checked working paper, analysis or report for portfolio lab: marketing analytics case, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
11Final Marketing Analytics capstoneComplete and review an end-to-end marketing analytics case with evidence, quality checks, limitations and a professional recommendation.+
Measured objectiveAnalyse and evaluate final marketing analytics capstone in a realistic marketing analytics context: complete and review an end-to-end marketing analytics case with evidence, quality checks, limitations and a professional recommendation.
Evidence you will produceA checked working paper, analysis or report for final marketing analytics capstone, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You have portfolio-ready evidence and a clear next step.
Suggested pace
Eight-week study plan
Plan for roughly 5–9 hours each week across readings, worked cases, practice, portfolio production and assessment remediation. Repeat a week when the knowledge checks show a gap.
Week 1
Marketing Analytics: role and foundations to Objectives
- •Complete the six guided lessons for Marketing Analytics: role and foundations and Objectives and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the marketing analytics: role and foundations and objectives portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 2
Metrics
- •Complete the six guided lessons for Metrics and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the metrics portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 3
Attribution limits to Dashboards
- •Complete the six guided lessons for Attribution limits and Dashboards and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the attribution limits and dashboards portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 4
Experiments
- •Complete the six guided lessons for Experiments and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the experiments portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 5
Reporting
- •Complete the six guided lessons for Reporting and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the reporting portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 6
Recommendations to Integrated Marketing Analytics workflow
- •Complete the six guided lessons for Recommendations and Integrated Marketing Analytics workflow and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the recommendations and integrated marketing analytics workflow portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 7
Portfolio lab: Marketing Analytics case
- •Complete the six guided lessons for Portfolio lab: Marketing Analytics case and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the portfolio lab: marketing analytics case portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 8
Final Marketing Analytics capstone
- •Complete the six guided lessons for Final Marketing Analytics capstone and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the final marketing analytics capstone portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Submit the capstone evidence pack, defend the key decision, remediate every weak objective and pass the final assessment at 85% with no critical misses.
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Assessment and certificate
A scenario-led marketing analytics case, practical portfolio review and final knowledge assessment. It is a UGEN ACADEMY completion record, not an external professional credential.
Who this is for
- ✓Learners exploring marketing careers.
- ✓Job seekers building practical marketing analytics evidence.
- ✓Professionals developing a structured new capability.