Acerca de este Curso
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100 % en línea

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Fechas límite flexibles

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Nivel principiante

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

Aprox. 24 horas para completar

Sugerido: 5 weeks of study, 2-6 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Qué aprenderás

  • Check

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

  • Check

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

  • Check

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

  • Check

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

Habilidades que obtendrás

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

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

Aprox. 24 horas para completar

Sugerido: 5 weeks of study, 2-6 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Los estudiantes que toman este Course son

  • Marketers
  • Marketing Managers
  • Marketing Specialists
  • Marketing Analysts
  • Copywriters

Programa - Qué aprenderás en este curso

Semana
1
2 horas para completar

The Marketing Process

10 videos (Total 35 minutos), 2 lecturas, 3 cuestionarios
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 lecturas
Course Overview & Requirements10m
Use Discussion Forums to Deepen Your Learning10m
3 ejercicios de práctica
Practice Quiz on the Marketing Process15m
Practice Quiz on Data Analytics Basics18m
Week 1 Quiz: the Marketing Process33m
Semana
2
5 horas para completar

Metrics for Measuring Brand Assets

12 videos (Total 46 minutos), 4 cuestionarios
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 ejercicios de práctica
Practice Quiz on Brand and Brand Architecture12m
Practice Quiz on Calculating Brand Value24m
Week 2 Quiz on Measuring Brand Assets30m
Semana
3
2 horas para completar

Customer Lifetime Value

11 videos (Total 45 minutos), 2 cuestionarios
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 ejercicios de práctica
Practice Quiz on CLV30m
Week 3 Quiz on CLV30m
Semana
4
5 horas para completar

Marketing Experiments

13 videos (Total 60 minutos), 3 lecturas, 5 cuestionarios
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 lecturas
Spreadsheet with Formulas10m
Transformation of Marketing at the Ohio Art Company (abridged)15m
MBTN Assessments10m
4 ejercicios de práctica
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
4.6
262 revisionesChevron Right

43%

comenzó una nueva carrera después de completar estos cursos

27%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

Principales revisiones sobre Análisis de marketing

por SSJun 30th 2018

A very good course. If you are a beginner, excellent knowledge gain. If you are a veteran, brilliant refreshing of important concepts and key market indicators. In short, a course worth doing.

por PEMar 25th 2018

I have learnt a lot. Thanks a Lot to Mr.Rajkumar Venkatesan. Very clear explanation on each and every concept. I have learnt how to apply in real time with the real time data. Great Learning.

Instructor

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

Acerca de Universidad de 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....

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes participar del curso como oyente sin costo.

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