About this course: Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Created by: University of Illinois at Urbana-Champaign
Taught by: Kevin Hartman, Head of Analytics at Google
College of Business
| Basic Info | Course 2 of 6 in the Digital Marketing Specialization |
| Commitment | 4 weeks of study, 8-10 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Course Overview and Digital Influence on Marketing
In this module, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.
4 videos, 9 readings, 2 practice quizzes
- Video: Welcome to Marketing Analytics in Theory
- Video: About Prof Kevin Hartman
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: About the Rubric for Peer Assessment
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: Lesson 1: The Day The Geeks Took Over, Part 1
- Video: Lesson 1: The Day The Geeks Took Over, Part 2
- Practice Quiz: Lesson 1 Practice Quiz
- Discussion Prompt: Module 1 Discussion
Graded: Module 1 Quiz
Graded: Module 1 Peer Assessment
WEEK 2
Basics of Web Analytics
In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.
4 videos, 2 readings, 2 practice quizzes
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: Lesson 2: The Basics Of Web Analytics, Part 1
- Video: Lesson 2: The Basics Of Web Analytics, Part 2
- Practice Quiz: Lesson 2 Practice Quiz
- Video: Lesson 3: An Introduction To Web Analytics Tools, Part 1
- Video: Lesson 3: An Introduction To Web Analytics Tools, Part 2
- Practice Quiz: Lesson 3 Practice Quiz
- Discussion Prompt: Module 2 Discussion
Graded: Module 2 Quiz
Graded: Module 2 Peer Assessment
WEEK 3
Basic Analytics Techniques and the Data
In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.
4 videos, 2 readings, 2 practice quizzes
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: Lesson 4: Where It All Begins, Part 1
- Video: Lesson 4: Where It All Begins, Part 2
- Practice Quiz: Lesson 4 Practice Quiz
- Video: Lesson 5: The Consumer–Brand Relationship, Part 1
- Video: Lesson 5: The Consumer–Brand Relationship, Part 2
- Practice Quiz: Lesson 5 Practice Quiz
- Discussion Prompt: Module 3 Discussion
Graded: Module 3 Quiz
Graded: Module 3 Peer Assessment
WEEK 4
Promise and Pitfalls of Digital Data
In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.
4 videos, 2 readings, 2 practice quizzes
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: Lesson 6: Data, Data, Everywhere, Part 1
- Video: Lesson 6: Data, Data, Everywhere, Part 2
- Practice Quiz: Lesson 6 Practice Quiz
- Video: Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 1
- Video: Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 2
- Practice Quiz: Lesson 7 Practice Quiz
- Discussion Prompt: Module 4 Discussion
Graded: Module 4 Quiz
Graded: Module 4 Peer Assessment
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
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Creators
University of Illinois at Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Excelente course, very intuitive and very well explained! Totally recommended!
Thank you so much for the course, it has really helped me gain insight into the marketing analytics field.
This is a great course to take. It lays a foundation and generalized understanding for anyone interested in web data.
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Great insights on the various tools and best practices to market your brand in the digital world. I am looking forward to attending the next course to get some hands-on experience of managing data and using insights.