Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
Marketinganalyse
University of VirginiaÜber diesen Kurs
Karriereergebnisse der Lernenden
28%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
21%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
12%
erhalten Sie eine Gehaltserhöhung oder Beförderung
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: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch
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
28%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
21%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
12%
erhalten Sie eine Gehaltserhöhung oder Beförderung
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: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch
von
University of Virginia
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
Lehrplan - Was Sie in diesem Kurs lernen werden
2 Stunden zum Abschließen
The Marketing Process
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
2 Stunden zum Abschließen
10 Videos (Gesamt 35 min), 2 Lektüren, 3 Quiz
5 Stunden zum Abschließen
Metrics for Measuring Brand Assets
Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!
5 Stunden zum Abschließen
12 Videos (Gesamt 46 min)
2 Stunden zum Abschließen
Customer Lifetime Value
How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.
2 Stunden zum Abschließen
11 Videos (Gesamt 45 min)
5 Stunden zum Abschließen
Marketing Experiments
Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.
5 Stunden zum Abschließen
13 Videos (Gesamt 60 min), 3 Lektüren, 5 Quiz
Bewertungen
Top-Bewertungen von MARKETINGANALYSE
von AG10. Mai 2020
Great course.Coursera provides wonderful opportunity for analytics learners through the course.Well designed course packed with assignments.Just Loved every lessons of the course.Thank you Coursera.☺
von SW7. Mai 2020
This was a good and challenging course. It really gave me the basic foundations of marketing. It challenged me to think and I enjoyed the projects that were incorporated to give hands on training.
von SC17. Apr. 2020
It was very helpful for my marketing career.The interview with the real world marketing experts at the end of the course also helps and encourages a lot. Thanks to Raj Venkatesan sir for his effort.
von RN31. Mai 2020
Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
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