Informações sobre o curso
4.5
761 classificações
196 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

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

Horas para completar

Aprox. 25 horas para completar

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

Inglês

Legendas: Inglês

O que você vai aprender

  • 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 você terá

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

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

Horas para completar

Aprox. 25 horas para completar

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

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 35 mín.) min), 2 leituras, 3 testes
Video10 videos
Course Overview2min
Why Marketing Analytics?4min
Introduction to the Marketing Process2min
Airbnb Marketing Process7min
Airbnb's Strategic Challenge1min
Airbnb's Marketing Strategy with Data3min
Using Text Analytics3min
Utilizing Data to Improve Marketing Strategy3min
Takeaways: Improving the Marketing Process with Analytics3min
Reading2 leituras
Course Overview & Requirements10min
Use Discussion Forums to Deepen Your Learning10min
Quiz3 exercícios práticos
Practice Quiz on the Marketing Process15min
Practice Quiz on Data Analytics Basics18min
Week 1 Quiz: the Marketing Process33min
Semana
2
Horas para completar
5 horas para concluir

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 vídeos (total de (Total 46 mín.) min), 4 testes
Video12 videos
Snapple and Brand Value5min
Developing Brand Personality4min
Brand Personality: Red Bull1min
Developing Brand Architecture5min
Brand Architecture: Red Bull3min
Brand Architecture: Etch A Sketch2min
Measuring Brand Value10min
Measuring Brand Value: Key Points1min
Revenue Premium as a Measure of Brand Equity5min
Calculating Brand Value: Snapple5min
Takeaways: Measuring Brand Value1min
Quiz3 exercícios práticos
Practice Quiz on Brand and Brand Architecture12min
Practice Quiz on Calculating Brand Value24min
Week 2 Quiz on Measuring Brand Assets30min
Semana
3
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 45 mín.) min), 2 testes
Video11 videos
Customer Lifetime Value (CLV)4min
Customer Lifetime Value: Netflix2min
Calculating CLV7min
Understanding the CLV Formula2min
Applying the CLV Formula: Netflix6min
Extending the CLV Formula, Part 17min
Extending the CLV Formula, Part 23min
Using CLV to Make Decisions: IBM3min
CLV: A Forward Looking Measure3min
Takeaways: CLV1min
Quiz2 exercícios práticos
Practice Quiz on CLV30min
Week 3 Quiz on CLV30min
Semana
4
Horas para completar
5 horas para concluir

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 vídeos (total de (Total 60 mín.) min), 3 leituras, 5 testes
Video13 videos
Determining Cause and Effect through Experiments3min
Designing Basic Experiments6min
Designing Before - After Experiments5min
Designing Full Factorial Web Experiments4min
Designing an Experiment: Etch A Sketch2min
Analyzing an Experiment: Etch A Sketch8min
Analyzing an Experiment: Betty Spaghetty5min
Projecting Lift2min
Calculating Projected Lift: Betty Spaghetty6min
Pitfalls of Marketing Experiments: Betty Spaghetty3min
Maximizing Effectiveness: Nanoblocks8min
Takeaways: Marketing Experiments1min
Reading3 leituras
Spreadsheet with Formulas10min
Transformation of Marketing at the Ohio Art Company (abridged)15min
MBTN Assessments10min
Quiz4 exercícios práticos
Practice Quiz 1 on Designing Experiments9min
Practice Quiz 2 on Calculating Break Even and Lift12min
Practice Quiz 3 on Projecting Lift9min
Week 4: Marketing Experiments Quiz30min

Instrutores

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Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

Sobre 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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