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Berkeley Global
Familiarize yourself with the principles and strategic concepts of marketing analytics, a high-growth area that uses computer-based models and metrics to improve marketing decisions and return on marketing investment (ROMI). Through case studies and applications, learn techniques to determine market share and sizing, forecasting and positioning; develop and interpret surveys; understand predictive analytics and data mining; grasp total, fixed and variable cost concepts; and assess the lifetime value of the customer. In a world where senior management demands marketing accountability in measuring the effectiveness of dollars spent, you can benefit from this big-picture overview to understand the advantages and objectives of quantitative marketing.
Prerequisites: Marketing Management BUS ADM X460.1 or equivalent; proficiency using Excel spreadsheets
Course Outline
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Course Objectives
- Gain a high-level understanding of the benefits and objectives of marketing analytics
- Apply metrics-driven techniques to improve marketing decisions
- Understand best practices through case studies
- Learn by doing through hands-on computer spreadsheet models and metrics
What You Learn
- Marketing analytics and models
- Data sources for market information
- Market-sizing methods
- PESTLE and Porter 5 Forces market analysis
- Positioning companies using perceptual maps
- Metrics for market entry, approach, growth and brand/customer/product development
- Future sales forecasting
- Predictive analytics
- Data mining
- Balance scorecards
- Key performance indicators (KPIs)
- Price analytics and models
- Promotion analytics and budgets for traditional and social media
- Rapid-decision models (Pareto analysis)
- Presenting data findings
How You Learn
- Lectures
- Case studies
- In-class exercises
Is This Course Right for Me?
This course is for professionals without a background in analytics who need to quantitatively show the impact of their marketing efforts. People who want to break into the field will also benefit from the course.
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Sections
Spring 2025 enrollment opens on October 21!