Date of Publication

3-16-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Noel Saijd Murad

Defense Panel Chair

Carlo Saavedra

Defense Panel Member

Tirso Cinco
Homer Pagkalinawan

Abstract/Summary

Cobena Data Science Academy is an online learning platform that provides young professionals an opportunity to build their credentials in Data Science, offered in a flexible and self-paced learning environment. It offers learning certifications from international industry leaders in the Technology and Data Science industry specifically, Microsoft, Cloudswyft and Cobena.

Cobena Data Science Academy (CDSA) is a business pillar of Cobena Business Analytics & Strategy Inc., which was established in 2016. Traditionally, the business unit concerns itself in providing face-to-face enablement workshops for Data Science practitioners in the Philippines. With the growing need of raising awareness and education for Data Science locally, the strategy for 2019 was to develop an online learning platform and digitally transforming the business unit. Through this initiative, it supports the company’s mission with regards to nation-building through Data Science, by making education in these specific studies more accessible to a wider network.

Cobena Data Science Academy falls under the E-Learning Industry, specifically Massive Open Online Course Platforms (MOOCs). According to Ambient Insight Research in 2017 self- paced E-learning content for both corporate and academics is valued at USD 33 billion. Moreover, global E-learning content experienced a 9% CAGR from 2014 to 2019. Worldwide, the size of the E-Learning market in 2015 was estimated to be over USD 165 billion, which is estimated to grow by 5% from 2018 and 2023. Main factors which would drive growth to the industry is the capability to increase flexibility in learning as well as allocation of lower budget for eLearning activities (compared to traditional education methods (Docebo, 2018). The demand as well as value, goes to show that the E-Learning industry continues to rise.

A SWOT Analysis is conducted to identify opportunities for Cobena Data Science Academy versus its MOOC competitors that specifically only offer Data Science courses: Code Academy, Data Camp, and Data Quest. Cobena Business Analytics & Strategy Inc. as a company, usually concerns itself in business to business (B2B) types of engagements. Conversely, CDSA has been directed to approach a more different route through launching the platform primarily to a business to consumer (B2C) type of format. As such, overall marketing initiatives towards reaching the general public still lacks toward communicating the brand’s services and benefit. The opportunity lies with the need for young professionals to develop their knowledge and skillset for personal growth and career ascension, as cited from the survey deployed for this Integrated Marketing Communications campaign. Also observed in the rising consumer trend reported by KPMG in 2017, that millennials are eager to enhance their skill sets, which is heavily motivated due to increase of chances of employability and career ascension.

A survey with 280 individuals, who experienced/are enrolled to an online learning platform, was conducted to understand what the target market values the most towards their intention to use an online learning platform. This led to the Big Idea – “Data Science Expertise At Your Fingertips” – which focuses on highlighting the expert created courses and the flexible and self-paced learning environment.

Since the industry and data science as a discipline is still an emerging industry, we will be utilizing different touchpoints that the target market uses regularly to optimize cost and adopt a more focused approach. For this Integrated Marketing Communication campaign, the mother tool would be Digital Marketing backed up by Events marketing.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Programmed instruction—Marketing

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Embargo Period

8-15-2022

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