Über diesen Kurs

1,371,482 kürzliche Aufrufe

Karriereergebnisse der Lernenden

45%

nahm einen neuen Beruf nach Abschluss dieser Kurse auf

28%

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100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Flexible Fristen
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Stufe „Anfänger“

No prior experience needed to participate in and benefit from this course.

Ca. 16 Stunden zum Abschließen
Englisch
Untertitel: Englisch

Was Sie lernen werden

  • How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

  • How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

  • How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

  • How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance

Kompetenzen, die Sie erwerben

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

Karriereergebnisse der Lernenden

45%

nahm einen neuen Beruf nach Abschluss dieser Kurse auf

28%

ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Anfänger“

No prior experience needed to participate in and benefit from this course.

Ca. 16 Stunden zum Abschließen
Englisch
Untertitel: Englisch

von

University of Virginia-Logo

University of Virginia

Lehrplan - Was Sie in diesem Kurs lernen werden

InhaltsbewertungThumbs Up94%(16,431 Bewertungen)Info
Woche
1

Woche 1

2 Stunden zum Abschließen

The Marketing Process

2 Stunden zum Abschließen
10 Videos (Gesamt 35 min), 2 Lektüren, 3 Quiz
10 Videos
Course Overview2m
Why Marketing Analytics?4m
Introduction to the Marketing Process2m
Airbnb Marketing Process7m
Airbnb's Strategic Challenge1m
Airbnb's Marketing Strategy with Data3m
Using Text Analytics3m
Utilizing Data to Improve Marketing Strategy3m
Takeaways: Improving the Marketing Process with Analytics3m
2 Lektüren
Course Overview & Requirements10m
Use Discussion Forums to Deepen Your Learning10m
3 praktische Übungen
Practice Quiz on the Marketing Process15m
Practice Quiz on Data Analytics Basics18m
Week 1 Quiz: the Marketing Process33m
Woche
2

Woche 2

5 Stunden zum Abschließen

Metrics for Measuring Brand Assets

5 Stunden zum Abschließen
12 Videos (Gesamt 46 min)
12 Videos
Snapple and Brand Value5m
Developing Brand Personality4m
Brand Personality: Red Bull1m
Developing Brand Architecture5m
Brand Architecture: Red Bull3m
Brand Architecture: Etch A Sketch2m
Measuring Brand Value10m
Measuring Brand Value: Key Points1m
Revenue Premium as a Measure of Brand Equity5m
Calculating Brand Value: Snapple5m
Takeaways: Measuring Brand Value1m
3 praktische Übungen
Practice Quiz on Brand and Brand Architecture12m
Practice Quiz on Calculating Brand Value24m
Week 2 Quiz on Measuring Brand Assets30m
Woche
3

Woche 3

2 Stunden zum Abschließen

Customer Lifetime Value

2 Stunden zum Abschließen
11 Videos (Gesamt 45 min)
11 Videos
Customer Lifetime Value (CLV)4m
Customer Lifetime Value: Netflix2m
Calculating CLV7m
Understanding the CLV Formula2m
Applying the CLV Formula: Netflix6m
Extending the CLV Formula, Part 17m
Extending the CLV Formula, Part 23m
Using CLV to Make Decisions: IBM3m
CLV: A Forward Looking Measure3m
Takeaways: CLV1m
2 praktische Übungen
Practice Quiz on CLV30m
Week 3 Quiz on CLV30m
Woche
4

Woche 4

5 Stunden zum Abschließen

Marketing Experiments

5 Stunden zum Abschließen
13 Videos (Gesamt 60 min), 3 Lektüren, 5 Quiz
13 Videos
Determining Cause and Effect through Experiments3m
Designing Basic Experiments6m
Designing Before - After Experiments5m
Designing Full Factorial Web Experiments4m
Designing an Experiment: Etch A Sketch2m
Analyzing an Experiment: Etch A Sketch8m
Analyzing an Experiment: Betty Spaghetty5m
Projecting Lift2m
Calculating Projected Lift: Betty Spaghetty6m
Pitfalls of Marketing Experiments: Betty Spaghetty3m
Maximizing Effectiveness: Nanoblocks8m
Takeaways: Marketing Experiments1m
3 Lektüren
Spreadsheet with Formulas10m
Transformation of Marketing at the Ohio Art Company (abridged)15m
MBTN Assessments10m
4 praktische Übungen
Practice Quiz 1 on Designing Experiments9m
Practice Quiz 2 on Calculating Break Even and Lift12m
Practice Quiz 3 on Projecting Lift9m
Week 4: Marketing Experiments Quiz30m

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