About this Course
최근 조회 96,790

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

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

완료하는 데 약 24시간 필요

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

영어

자막: 영어

배울 내용

  • 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

귀하가 습득할 기술

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
Course을(를) 수강하는 학습자
  • Marketers
  • Marketing Managers
  • Marketing Specialists
  • Marketing Analysts
  • Copywriters

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

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

완료하는 데 약 24시간 필요

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

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

The Marketing Process

10개 동영상 (총 35분), 2 readings, 3 quizzes
10개의 동영상
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
2개의 읽기 자료
Course Overview & Requirements10m
Use Discussion Forums to Deepen Your Learning10m
3개 연습문제
Practice Quiz on the Marketing Process15m
Practice Quiz on Data Analytics Basics18m
Week 1 Quiz: the Marketing Process33m
2
완료하는 데 76시간 필요

Metrics for Measuring Brand Assets

12개 동영상 (총 46분), 4 quizzes
12개의 동영상
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
3개 연습문제
Practice Quiz on Brand and Brand Architecture12m
Practice Quiz on Calculating Brand Value24m
Week 2 Quiz on Measuring Brand Assets
3
완료하는 데 2시간 필요

Customer Lifetime Value

11개 동영상 (총 45분), 2 quizzes
11개의 동영상
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
2개 연습문제
Practice Quiz on CLV30m
Week 3 Quiz on CLV30m
4
완료하는 데 5시간 필요

Marketing Experiments

13개 동영상 (총 60분), 3 readings, 5 quizzes
13개의 동영상
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
3개의 읽기 자료
Spreadsheet with Formulas10m
Transformation of Marketing at the Ohio Art Company (abridged)15m
MBTN Assessments10m
4개 연습문제
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
263개의 리뷰Chevron Right

43%

이 강좌를 수료한 후 새로운 경력 시작하기

27%

이 강좌를 통해 확실한 경력상 이점 얻기

마케팅 분석의 최상위 리뷰

대학: 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.

대학: 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.

강사

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

버지니아 대학교 정보

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....

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 수료증을 구매하면 성적 평가 과제를 포함한 모든 강좌 자료에 접근할 수 있습니다. 강좌를 완료하면 전자 수료증이 성취도 페이지에 추가되며, 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 콘텐츠만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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