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

Часов на завершение

Прибл. 21 часа на выполнение

Предполагаемая нагрузка: 5 weeks of study, 2-6 hours/week...
Доступные языки

Английский

Субтитры: Английский

Чему вы научитесь

  • 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

Приобретаемые навыки

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень

Начальный уровень

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

Часов на завершение

Прибл. 21 часа на выполнение

Предполагаемая нагрузка: 5 weeks of study, 2-6 hours/week...
Доступные языки

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
2 ч. на завершение

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....
Reading
10 видео ((всего 35 мин.)), 2 материалов для самостоятельного изучения, 3 тестов
Video10 видео
Course Overview2мин
Why Marketing Analytics?4мин
Introduction to the Marketing Process2мин
Airbnb Marketing Process7мин
Airbnb's Strategic Challenge1мин
Airbnb's Marketing Strategy with Data3мин
Using Text Analytics3мин
Utilizing Data to Improve Marketing Strategy3мин
Takeaways: Improving the Marketing Process with Analytics3мин
Reading2 материала для самостоятельного изучения
Course Overview & Requirements10мин
Use Discussion Forums to Deepen Your Learning10мин
Quiz3 практического упражнения
Practice Quiz on the Marketing Process15мин
Practice Quiz on Data Analytics Basics18мин
Week 1 Quiz: the Marketing Process33мин
Неделя
2
Часов на завершение
5 ч. на завершение

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!...
Reading
12 видео ((всего 46 мин.)), 4 тестов
Video12 видео
Snapple and Brand Value5мин
Developing Brand Personality4мин
Brand Personality: Red Bull1мин
Developing Brand Architecture5мин
Brand Architecture: Red Bull3мин
Brand Architecture: Etch A Sketch2мин
Measuring Brand Value10мин
Measuring Brand Value: Key Points1мин
Revenue Premium as a Measure of Brand Equity5мин
Calculating Brand Value: Snapple5мин
Takeaways: Measuring Brand Value1мин
Quiz3 практического упражнения
Practice Quiz on Brand and Brand Architecture12мин
Practice Quiz on Calculating Brand Value24мин
Week 2 Quiz on Measuring Brand Assets30мин
Неделя
3
Часов на завершение
2 ч. на завершение

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....
Reading
11 видео ((всего 45 мин.)), 2 тестов
Video11 видео
Customer Lifetime Value (CLV)4мин
Customer Lifetime Value: Netflix2мин
Calculating CLV7мин
Understanding the CLV Formula2мин
Applying the CLV Formula: Netflix6мин
Extending the CLV Formula, Part 17мин
Extending the CLV Formula, Part 23мин
Using CLV to Make Decisions: IBM3мин
CLV: A Forward Looking Measure3мин
Takeaways: CLV1мин
Quiz2 практического упражнения
Practice Quiz on CLV30мин
Week 3 Quiz on CLV30мин
Неделя
4
Часов на завершение
5 ч. на завершение

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. ...
Reading
13 видео ((всего 60 мин.)), 3 материалов для самостоятельного изучения, 5 тестов
Video13 видео
Determining Cause and Effect through Experiments3мин
Designing Basic Experiments6мин
Designing Before - After Experiments5мин
Designing Full Factorial Web Experiments4мин
Designing an Experiment: Etch A Sketch2мин
Analyzing an Experiment: Etch A Sketch8мин
Analyzing an Experiment: Betty Spaghetty5мин
Projecting Lift2мин
Calculating Projected Lift: Betty Spaghetty6мин
Pitfalls of Marketing Experiments: Betty Spaghetty3мин
Maximizing Effectiveness: Nanoblocks8мин
Takeaways: Marketing Experiments1мин
Reading3 материала для самостоятельного изучения
Spreadsheet with Formulas10мин
Transformation of Marketing at the Ohio Art Company (abridged)15мин
MBTN Assessments10мин
Quiz4 практического упражнения
Practice Quiz 1 on Designing Experiments9мин
Practice Quiz 2 on Calculating Break Even and Lift12мин
Practice Quiz 3 on Projecting Lift9мин
Week 4: Marketing Experiments Quiz30мин

Преподаватель

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

О 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....

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