Do you feel your department is falling behind in collecting, analysing, and using data? Are you struggling with creating new value streams by  utilising customer-generated insights? If you need new tools to analyse data and methods to turn newly-generated insights into strategies that optimise performance, then this programme Digital Analytics and Customer Insights is right for you.

 

Interested in a programme for your entire team?

Discover our options for customised and in-company programmes tailor-made for your organisation.

Learning goals

After this programme, you can add these strengths to your knowledge and skillset. 

  • Speak about big data with confidence and understand its various uses.  
  • Identify and experiment with value-adding opportunities in your organisation.  
  • Critically assess analytical methods and manage data analytics processes.  
  • Solve business problems using big data through predictive and prescriptive modelling.  
  • Explore new opportunities by developing customer-centric insights through design thinking.  
  • Connect and empathise with your customers, gaining insight into their unmet needs and desires.  

Curriculum

Complete three modules and your Impact Project

Digital Analytics is a module of RSM’s Diploma Programme in Digital Transformation (DPDT), but can also be followed separately. The programme will support you in creating winning business performance through digital transformation initiatives.

Learn how to take advantage of emerging disruptive technologies that are threatening to disrupt your industry, such as the Internet of Things, artificial intelligence and block chain. You will focus on how to effectively compete in tomorrow’s digital landscape by anticipating digital trends and competitors’ responses.

Become a better strategic advisor who can influence, drive, and implement effective digital strategies.

Discover the tools and behaviours required to successfully deploy teams on your digital change strategies – essential to thrive in the new digital ecosystem. You will focus on gaining the knowledge, tools and skills needed to lead digital transformation in your organisation.

Learn how to feel confident to lead and manage digital transformation in your organisation.

Is your company struggling to embrace digital innovation? You will learn what changes you need to make to your business model, how to respond strategically to digitization and disruption, and discover how to introduce a future-proof and innovation-driven culture. 

You will design your digital business model using the canvas, paying particular attention to your value propositions.

For whom

Explore if this course is for you

Your roles

  • Middle manager in data-driven project
  • Senior business manager
  • Manager in early-adopter department

Your responsibilities

  • Responsible for data-driven projects
  • Communication with data scientists and engineers
  • Strategic influencer of business decisions
  • Generate value e.g. online marketing activities
  • Create new value streams

Your challenges

  • Handling vast amounts of data
  • Assessing what to do with the data you have
  • Speaking the ‘language’ of data scientists and engineers

Admission requirements*

  • Preferably working in a consumer-facing company
  • Basic understanding of statistical models (not mandatory)

*Your application will be final once we have informed you, based on the intake call, that your application has been accepted. If you are in a more senior role and have greater experience with data analytics already, we advise you to look at our Leading with Decision-Driven Analytics programme instead. 

Read what previous participants say about this programme

Sifra Westendorp

Digital development manager at Anthony Veder

This DPDT programme offered the tools and aspects of digital transformation, which gave me a solid foundation to help my company make that step towards digital transformation.

Eva Atanasova

Project and business manager at the Rabobank Group

Everybody, regardless of their industry, should join this programme at RSM. Particularly people who are looking for a balance between scientific research and practice. It’s relevant for every company. And it’s helpful when working on a more strategic level; you can really have more impact on decision-making.

Your expert faculty

During the Digital Analytics Programme you will learn from Dr Rodrigo Belo and Dr Dirk Deichmann. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

Dr Rodrigo Belo

Rodrigo Belo is associate professor at RSM. His research focuses on the effects of information systems on organisations and on the impacts of social network structures and peer influence on consumer behaviour; it has been widely published. He specialises in the design and deployment of large-scale randomised experiments to assess the effectiveness of marketing campaigns, and to optimise online user engagement. He has led and collaborated in projects with established firms and start-ups in the online and telecommunications sectors. Before joining academia, Rodrigo worked as a software engineer and analyst in transportation and government.

Dr Dirk Deichmann

Dirk Deichmann is associate professor of innovation management at RSM. His research into the management of ideas addresses how managers can support the continuous and sustained generation of new ideas. Dirk identifies criteria for evaluating and selecting ideas, and tells firms about conditions that facilitate the use of high quality ideas. His research has been published in highly-rated scientific journals such as Strategic Management Journal and Organization Science as well as in the widely read Harvard Business Review. Dirk teaches creativity, design thinking, and innovation management.

More information

Programme dates

10 - 12 April 2024

16 - 18 October 2024
 

Programme fee

€ 3,500 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.

 

25% discount for alumni from Erasmus University Rotterdam and RSM.

Schedule your own development track.

To receive your diploma programme, you need to complete three courses. Each course is three days long. You must complete the Impact Project module in order to gain your diploma.

Frequently asked questions

Rotterdam School of Management, Erasmus University (RSM) offers a dynamic learning environment for professionals looking for new skills and knowledge in business and management education. 

  • RSM is consistently ranked among Europe’s top business schools.
  • World-class professors and a globally oriented faculty deliver business leaders with an innovative mindset.
  • A prestigious Triple Crown accreditation puts RSM among the top 1% of business schools worldwide.
  • With our no-nonsense approach, RSM's goal is to give you the tools to put your new skills and knowledge directly into practice, for real impact.
  • It’s about you: during your programme you can discuss your specific business challenges and receive personal coaching.
  • You will meet a new network of peers in an RSM programme: extend your network, share experiences and become inspired by your fellow participants.

This programme takes place in Bayle building on the Woudestein Campus of Erasmus University Rotterdam, just 15 minutes by public transport from Rotterdam city centre. Our modern and lively campus has innovative study facilities, sustainable design, and calming green spaces.

Most programmes start at 09:00. Finishing times are different for each programme. There’s also an approximate schedule in each programme’s brochure and on its webpages. When you register for a programme you will be given access to Canvas, our online learning system, and the full schedule is in Canvas. Your programme manager will hand out a detailed schedule on the first day of your programme.

Class sizes are usually between 12 to 24 people, but it does depend on the programme. We aim for a balance between allowing capacity to guarantee individual attention, and achieving a good group dynamic and networking opportunities.

Yes. Alumni from RSM and Erasmus University Rotterdam receive a 25 per cent discount. RSM alumni are those who have completed either a Bachelor of Science, Master of Science, PhD or at least one executive education programme of more than 40 hours duration. Participants of open programmes of less than 40 hours do not receive a discount. Companies sponsoring several participants may also be offered a special price.

These programmes are excluded from this alumni discount:

  • Lean Six Sigma Black Belt Excellence Programme
  • Leadership Challenges with Data Analytics
  • Urban Digital Innovation Executive Leadership for a Green Deal
  • Executive Master in Customs and Supply Chain Compliance
  • Business Valuation
  • Port Executive Leadership Circle
  • Corporate Communication programmes
  • Erasmus Centre for Entrepreneurship programmes
  • RSM Customised Programmes
  • Programmes offered outside RSM Executive Education

Programme fees include tuition, programme materials, plus lunch and refreshments throughout the programme. Hotel accommodation is not included, unless mentioned otherwise in the programme information.

If you require hotel accommodation, we recommend the Novotel Rotterdam Brainpark Hotel and the Bilderberg Park Hotel. Both hotels are located in Rotterdam, accessible to the university, and participants can benefit from special rates.

Please note that due to high demand, we advise you to book your hotel stay for any program as early as possible with a flexible rate.

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.

If you have more general questions, we recommend you explore our more in-depth FAQs page. If you are looking for personal advice, then please contact one of our advisors using the contact form below.

Erika Kataveli

Programme advisor

It's my priority to help you identify how you can meet your professional objectives, so reach out and let's make a plan for your personal development.