Marketing Analytics and Sentiment Analysis

LEVEL: BEGINNER                HRDF: CLAIMABLE 

Process Applying MBOT

TRAINERS: 

Associate Professor Dr. Norshakirah Ab Aziz, Dr Emelia Akashah & Dr Nurul Aida 

 

23 - 25 SEPTEMBER 2025

 

CAPE

Level 8, Permata Sapura, Kuala Lumpur City Centre, 50088 Kuala Lumpur​

 

9.00AM - 5.00PM

 

RM2,850 FOR PROFESSIONALS

10% Discount for Early Bird (until 23 August 2025) / Group / Students

CONTENT SUMMARY

INTRODUCTION

This course is designed to expose the participants to the concept, techniques, issues, and challenges involved in Marketing Analytics and Sentiment Analysis.  Exposure will also be provided to the participants to understand market trends and customer demand. In particular, the participants would be able to prepare a dynamic business analytics dashboard and analyse customer sentiment and experience that contributes to the business advantage. At the same time, the course prepares the participants to be technically competent in analyzing and managing numeric and text data.  

COURSE CONTENT

Module 1: Marketing Analytics

  • Making sense of marketing Data
    • Data Understanding 
    • Data Cleansing
    • Data Modelling 
    • Data Preparation 
    • Data Visualization 
  • Marketing Analytics Dashboard
    • Customised Theme
    • Connect Data, View Data, Load data
    • Data Modelling
    • Power Bi Visual
    • Dynamic Dashboard
    • Bookmarks
  • Dynamic Dashboard
    • Case study 1
    • Group activity
    • Presentation

Module 2: Sentiment Analysis

Understanding Sentiment Analysis
  • Key phrases
  • Score sentiment
    • positive sentiment
    • negative sentiment
  • Text analytics
  • AI insight
    • Group activity
    • Group presentation

Module 3: Marketing Analytics with sentiment Analysis Report : Insight to action

  • Dashboard – insight to action
    • Share power BI report
    • Web Power BI 
  • Key to successful report and presentation
    • Report preparation
    • Presentation

    OBJECTIVES

    Upon completion of this course, participants will be able to:

    • To offer the knowledge and skills for dynamic dashboard
    • To understand market trend and customer experience 
    • Produce a business intelligence report for decision-support effectiveness. 


    WHO SHOULD ATTEND?

    • Admin Executive/Executive.





    OUR TRAINERS

    1. Ts Dr Norshakirah Bt Abdul Aziz  (UTP)

    Ts Dr Norshakirah Bt Abdul Aziz is a Senior Lecturer at the Computer and Information Sciences Department at Universiti Teknologi PETRONAS, Malaysia. Currently, she is a researcher at the UTP Centre of Research in Data Sciences (CeRDaS) and Data Governance Leader at High-Performance Cloud Computing Data Centre (HPCCC). She holds a Diploma in Management Technology, Bachelor's Degree in Information Technology (IT), MSc Degree in IT, and a PhD in e-SCM Integration & Collaboration. Also, she has a total of 16 years of experience gained from academic institutions and industry under her belt. Her industry working experience is related to Business Intelligence, E-Business, and IT Project Management. Her research scope covers Business Intelligence, Data Analytics, Data Governance, and Digital Addiction. Besides, she is a qualified Technologist Specialist (Ts), an HRDF Certified Trainer, and a present EXCO Committee Member for Data Science Association, Malaysia and also provided training to all management level for E-Procurement & E-Business short courses. 

    2. Ts Dr Emelia Akashah P. Akhir  (UTP)

    Ts Dr Emelia Akashah P. Akhir is a lecturer at the Universiti Teknologi PETRONAS, Malaysia. She is a faculty member of Computer and Information Sciences Department and also attached to Centre for REsearch in Data Science (CeRDaS). She graduated from University of Brighton, UK with a PhD in Computing. She also an alumni of University of Surrey, UK where she obtained her MSc in Information System. Prior to that, she also holds her Diploma and First Class BSc (Hons) in Computer Science. Her research interest mainly includes but not limited to Data Management, Information and Business alignment, Data Governance, Data Quality and Information System. She is also currently involved data quality and Data Science research. She is a member for UK Association of Information Systems (UKAIS).

    3. Ts. Dr Nurul Aida Osman  (UTP)

    Dr Nurul Aida binti Osman is Lecturer at Universiti Teknologi PETRONAS, UTP. She has Degree in Computer Science, Master's in information science and completed her PhD in Information Science in 2021 at Universiti Kebangsaan Malaysia. She is currently member at the Computer & Information Science Department.

    COUNTDOWN

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    REGISTRATION FEES

    PROFESSIONALS

    MYR2,850*

    *fee quoted does not include SST, HRDF services fee GST/VAT or withholding tax (if applicable).

    EARLY BIRD/ GROUP/ STUDENT

    MYR2,565*

    *fee quoted does not include SST, HRDF service fee GST/VAT or withholding tax (if applicable).

    OUR LOCATION

    Centre for Advanced & Professional Education (CAPE)

     Level 8, Permata Sapura, Kuala Lumpur City Centre, 50088 Kuala Lumpur​

    CALL US

    +605 - 368 7558 /

    +605 - 368 8485

    DROP US AN EMAIL

    cape@utp.edu.my