Skip to main content
The following fields are required:
Error has occurred. Please reload this page and try the operation again.
  • Agents
  • Partners
  • Student Login
  • Instructor Login
UC Berkeley Extension Home Page
      • Areas of Study
        • Art and Design
        • Behavioral Health Sciences
        • Business
        • Construction and Sustainability
        • Education
        • Humanities and Languages
        • Sciences, Mathematics
          and Biotechnology
        • Technology and
          Information Management
        • Writing, Editing and
          Technical Communication
      • Online Learning
        • Online Courses and Certificates
      • Events
        • Information Sessions
        • Free and Low Cost Events
      • Academic Services
        • Enrollment
        • Transcripts
        • General Information
        • Community Guides
      • Course and Program Information
        • Latest COVID-19 Information
        • Online Course Policies
        • Certificates, Programs and CEUs
        • Concurrent Enrollment
        • Career Services
      • Student Aid
        • Disabled Students
        • Financial Assistance
        • Community Impact Scholarship
      • Voices
        • Voices Home
        • Educator Insights
        • Student Stories
        • Professional Pathways
        • Industry Trends
      • Events
        • Information Sessions
        • Free and Low Cost Events

  • Berkeley Global

Marketing Analytics Tools and Technologies

BUS ADM X466.4

43012
Delivery Options Online

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.


Unlocking Marketing Data Analytics

If content is king, then data is the ace in your pocket.

And it's no wonder: As more marketing efforts continue to live in the digital sphere, savvy marketers need to identify their key performance indicators (KPIs) and synthesize the resulting data to see if their efforts were a big-win or crash-and-burn.

Strategic marketer Stephan Sorger—an honored instructor since 2013—is on the bleeding-edge of marketing analytics. Nearly 10 years ago, Sorger developed the first marketing analytics course on the West Coast at UC Berkeley Extension. He continues to adapt his courses to reflect new requirements in the workplace so that his students are best-prepared to succeed.

Read more of Sorger's insights into the future of marketing analytics.


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.

Loading...

Sections

Section 041

Mar 20, 2021 to May 22, 2021 Live Online

Course Fee(s)

Course Fee credit (2 units)

$995.00


Type Live Online

Access classroom-style interactive learning from anywhere in the world! Attend scheduled online sessions with your instructor and classmates in addition to completing your coursework.

Live Online format allows you to take classes from anywhere with an internet connection. Classroom sections will be taught in this format through Spring 2021. Learn more about this format.

Beginning August 15, 2020, you must have a Zoom account to participate.

Many schools are now accepting transfer credit for online coursework, including health and sciences programs. Check with your institution before enrolling.

Days

Sa

Time

9:00AM to 12:00PM Pacific Time

Dates

Mar 20, 2021 to May 22, 2021

Schedule and Location

View Details

Instructional Hours

30.0

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Stephan Sorger

Section Notes

Enroll early to secure a space in class. You must enroll before the first class meeting.

Section Materials

  • Textbook (Mandatory) Marketing Analytics: Strategic Models and Metrics by Stephan Sorger © 2013 CreateSpace Independent Publishing Platform 1st edition ISBN 9781481900300

This course applies to the following programs:

Certificate Program in Marketing

Expand or collapse section

Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Professional Sequence in Business Analytics for Marketing Professionals

Expand or collapse section

Required Courses

  • Strategic Marketing Analytics
  • Marketing Analytics Tools and Technologies
  • Digital Marketing
  • Marketing Data Visualization

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231

Prerequisites

Strategic Marketing Analytics BUS ADM X466.3 or equivalent, or consent of instructor

Recommendations

Proficiency using Excel spreadsheets

UC Berkeley Extension UC Berkeley Extension Footer Logo

1995 University Ave., Suite 200

Berkeley, CA 94704-7000

extension@berkeley.edu

  • About Us
  • Administration
  • Contact Us
  • Gifts
  • Jobs

Copyright © UC Regents

Powered by Destiny One
Facebook Facebook Icon Twitter Twitter Icon LinkedIn LinkedIn Icon YouTube YouTube Icon Instagram Instagram Icon

We use cookies to give you the best experience on our website. By clicking Accept, you consent to our cookie policy and privacy policy.

Session Time-Out

For security reasons and the protection of your personal information, your session will time out due to a period of inactivity in minute(s) and second(s). Click Extend My Session to continue. For security reasons and the protection of your personal information, your session timed out after a period of inactivity. You will be redirected to the home page.

Confirm

Alert

Course Fee

BUS ADM X466.4 - 041 - Marketing Analytics Tools and Technologies

Processing...

Online

Stephan Sorger

Stephan Sorger, MBA, M.S., PE, Extension Honored Instructor, is a serial marketing executive, instructor and author. He is the vice president of strategic marketing at the consulting firm On Demand Advisors. Previously, he held leadership roles in marketing and product development at companies such as Oracle, 3Com and NASA. Since 2003, he has taught marketing courses at UC Berkeley Extension. He also has developed two textbooks, Marketing Analytics: Strategic Models and Metrics and Marketing Planning: Where Strategy Meets Action. Find sample course materials here.

Processing...

Privacy Policy

Cookie Policy

This statement explains how we use cookies on our website. For information about what types of personal information will be gathered when you visit the website, and how this information will be used, please see our privacy policy.

How we use cookies

All of our web pages use "cookies". A cookie is a small file of letters and numbers that we place on your computer or mobile device if you agree. These cookies allow us to distinguish you from other users of our website, which helps us to provide you with a good experience when you browse our website and enables us to improve our website.

Types of cookies we use

We use the following types of cookies:

  • Strictly necessary cookies- these are essential in to enable you to move around the websites and use their features. Without these cookies the services you have asked for, such as signing in to your account, cannot be provided.
  • Performance cookies- these cookies collect information about how visitors use a website, for instance which pages visitors go to most often. We use this information to improve our websites and to aid us in investigating problems raised by visitors. These cookies do not collect information that identifies a visitor.
  • Functionality cookies- these cookies allow the website to remember choices you make and provide more personal features. For instance, a functional cookie can be used to remember the items that you have placed in your shopping cart. The information these cookies collect may be anonymized and they cannot track your browsing activity on other websites.

Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set and how to manage and delete them please visit http://www.allaboutcookies.org/.

Specific cookies we use

The list below identify the cookies we use and explain the purposes for which they are used. We may update the information contained in this section from time to time.

  • JSESSIONID: This cookie is used by the application server to identify a unique user's session.
  • registrarToken: This cookie is used to remember items that you have added to your shopping cart
  • locale: This cookie is used to remember your locale and language settings.
  • cookieconsent_status: This cookie is used to remember if you've already dismissed the cookie consent notice.
  • _ga_UA-########: These cookies are used to collect information about how visitors use our site. We use the information to compile reports and to help us improve the website. The cookies collect information in an anonymous form, including the number of visitors to the website, where visitors have come to the site from and the pages they visited. This anonymized visitor and browsing information is stored in Google Analytics.

Changes to our Cookie Statement

Any changes we may make to our Cookie Policy in the future will be posted on this page.