Sobre este Programa de cursos integrados
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cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Cronograma flexível

Definição e manutenção de prazos flexíveis.

Nível intermediário

Aprox. 6 meses para completar

3 horas/semana sugeridas

Inglês

Legendas: Inglês

Habilidades que você terá

Basic Descriptive StatisticsMarket SegmentationMicrosoft ExcelMarketing

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Cronograma flexível

Definição e manutenção de prazos flexíveis.

Nível intermediário

Aprox. 6 meses para completar

3 horas/semana sugeridas

Inglês

Legendas: Inglês

Como o Programa de cursos integrados funciona

Fazer cursos

Um programa de cursos integrados do Coursera é uma série de cursos para ajudá-lo a dominar uma habilidade. Primeiramente, inscreva-se no programa de cursos integrados diretamente, ou avalie a lista de cursos e escolha por qual você gostaria de começar. Ao se inscrever em um curso que faz parte de um programa de cursos integrados, você é automaticamente inscrito em todo o programa de cursos integrados. É possível concluir apenas um curso — você pode pausar a sua aprendizagem ou cancelar a sua assinatura a qualquer momento. Visite o seu painel de aprendiz para controlar suas inscrições em cursos e progresso.

Projeto prático

Todos os programas de cursos integrados incluem um projeto prático. Você precisará completar com êxito o(s) projeto(s) para concluir o programa de cursos integrados e obter o seu certificado. Se o programa de cursos integrados incluir um curso separado para o projeto prático, você precisará completar todos os outros cursos antes de iniciá-lo.

Obtenha um certificado

Ao concluir todos os cursos e completar o projeto prático, você obterá um certificado que pode ser compartilhado com potenciais empregadores e com sua rede profissional.

how it works

Este Programa de cursos integrados contém 6 cursos

Curso1

Meaningful Marketing Insights

4.4
125 classificações
26 avaliações

With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices). To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try

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Curso2

Managing Uncertainty in Marketing Analytics

4.3
38 classificações
5 avaliações

Marketers must make the best decisions based on the information presented to them. Rarely will they have all the information necessary to predict what consumers will do with complete certainty. By incorporating uncertainty into the decisions that they make, they can anticipate a wide range of possible outcomes and recognize the extent of uncertainty on the decisions that they make. In Incorporating Uncertainty into Marketing Decisions, learners will become familiar with different methods to recognize sources of uncertainty that may affect the marketing decisions they ultimately make. We eschew specialized software and provide learners with the foundational knowledge they need to develop sophisticated marketing models in a basic spreadsheet environment. Topics include the development and application of Monte Carlo simulations, and the use of probability distributions to characterize uncertainty.

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Curso3

Forecasting Models for Marketing Decisions

4.3
44 classificações
5 avaliações

How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. In Developing Forecasting Tools with Excel, learners will develop an understanding of the basic components of a forecasting model, how to build their own forecasting models, and how to evaluate the performance of forecasting models. All of this is done using Microsoft Excel, ensuring that learners can take their skills and apply them to their own business problems.

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Curso4

Survey analysis to Gain Marketing Insights

4.3
36 classificações
4 avaliações

How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. From one-off customer satisfaction surveys to brand tracking surveys that are administered on a continuous basis, they provide the information that marketers need to understand how their products, services and brands are seen by consumers. In Analytic Methods for Survey Data, learners will become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling. These techniques are presented within the STP (Segmentation, Positioning, Targeting) Framework, enabling learners to apply the analytic techniques to develop a marketing strategy. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course. Note: This course would require using XL Stat, an Excel Add-on that students would need to purchase. XL Stat offers a 30-day free trial, so students could complete this course without incurring additional expense.

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Instrutores

Avatar

David Schweidel

Associate Professor of Marketing
Goizueta Business School

Sobre Universidade Emory

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity....

Perguntas Frequentes – FAQ

  • Sim! Para começar, clique na carta de curso que lhe interessa e se inscreva. Você pode se inscrever e concluir o curso para ganhar um certificado compartilhável ou você pode auditar para ver os materiais do curso de graça. Quando você se inscrever em um curso que faz parte de uma especialização, você está automaticamente inscrito para a especialização completa. Visite o seu painel de aluno para acompanhar o seu progresso.

  • Este curso é totalmente on-line, então não existe necessidade de aparecer em uma sala de aula pessoalmente. Você pode acessar suas palestras, leituras e atribuições a qualquer hora e qualquer lugar, via web ou dispositivo móvel.

  • Courses are designed to be self-paced.

  • This specialization is designed for learners that are familiar with business and marketing concepts, as well as have some experience with statistics.

  • It is recommended, but not required, that learners complete courses in the order in which they are presented, as some content builds off of previous concepts.

  • Emory University and Coursera are offering a Certificate of Completion for this specialization. This does not include academic credit at Emory University. If interested in other learning opportunities with the Goizueta Business School, go to http://goizueta.emory.edu to learn about Executive Education classes and degree programs.

  • After taking this specialization, the learner will be able to apply for marketing analytics and insight roles that require data analysis; be familiar with techniques to summarize and describe data; analyze survey data by identifying key themes and customer segments; use Excel to build interactive decision support tools; and build statistical models to forecast customer behavior.

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