Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

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Overview

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.

Syllabus

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.

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.

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.

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.

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