About this Course
4.5
848 ratings
213 reviews

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

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

Approx. 24 hours to complete

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

English

Subtitles: English

What you will learn

  • Check

    How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

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    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

Skills you will gain

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

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

Approx. 24 hours to complete

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

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

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....
10 videos (Total 35 min), 2 readings, 3 quizzes
10 videos
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
2 readings
Course Overview & Requirements10m
Use Discussion Forums to Deepen Your Learning10m
3 practice exercises
Practice Quiz on the Marketing Process15m
Practice Quiz on Data Analytics Basics18m
Week 1 Quiz: the Marketing Process33m
Week
2
5 hours to complete

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!...
12 videos (Total 46 min), 4 quizzes
12 videos
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
3 practice exercises
Practice Quiz on Brand and Brand Architecture12m
Practice Quiz on Calculating Brand Value24m
Week 2 Quiz on Measuring Brand Assets30m
Week
3
2 hours to complete

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....
11 videos (Total 45 min), 2 quizzes
11 videos
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
2 practice exercises
Practice Quiz on CLV30m
Week 3 Quiz on CLV30m
Week
4
5 hours to complete

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. ...
13 videos (Total 60 min), 3 readings, 5 quizzes
13 videos
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
3 readings
Spreadsheet with Formulas10m
Transformation of Marketing at the Ohio Art Company (abridged)15m
MBTN Assessments10m
4 practice exercises
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
4.5
213 ReviewsChevron Right

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started a new career after completing these courses

24%

got a tangible career benefit from this course

Top Reviews

By 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.

By 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.

Instructor

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

About 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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