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Berkeley Global
Build on the knowledge and skills gained in Strategic Marketing Analytics BUS ADM X466.3 to explore powerful, advanced marketing analytics models and metrics. Learn about segmentation, regression, competitive analysis, conjoint analysis, decision trees, portfolio resource allocation, distribution channel analytics, and sales analytics and metrics. Apply models and metrics to hands-on case studies to increase revenue and drive ROI of marketing campaigns.
Prerequisites: Strategic Marketing Analytics BUS ADM X466.3 or equivalent
Recommendations
Proficiency using Excel spreadsheets
Course Outline
Expand or collapse section
Course Objectives
- Apply sophisticated techniques to improve marketing decisions
- Understand best practices through case studies
- Learn by doing through hands-on computer spreadsheet models and metrics
What You'll Learn
- Marketing segmentation variables, techniques, regression-based, cross-tabulation
- Selecting and marketing to target segments
- Competitive analysis
- Quantitative strategic planning matrix (QSPM) decision model
- Monte Carlo analysis decision model
- Analytical hierarchy process decision model
- Conjoint analysis
- Decision trees
- Distribution analytics
- Sales analytics
How You'll Learn
- Lectures
- Case studies
- In-class exercises
Is This Course Right for Me?
This course is intended for marketing professionals who need to quantitatively show the impact of their marketing efforts.
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Spring enrollment opens on October 16!