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  • Berkeley Global

Marketing Analytics Tools and Technologies

BUS ADM X466.4

43012

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:

To succeed in this course, it is suggested that students first complete Strategic Marketing Analytics BUS ADM X466.3 or have professional experience in Marketing.

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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Fall 2025 enrollment opens on June 16!

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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
  • Strategic Brand Management

Learn More About This Program

Notes

Departmental contact: extension-business@berkeley.edu

Instructional Types

Live Online
Live Online courses provide an interactive learning experience with scheduled synchronous online sessions held via Zoom video conferencing (Pacific Time). Learn more about the Live Online format.
Online, Start Anytime
Continuous enrollment course begins when you enroll. You have a minimum of 90 days and a maximum of 180 days to complete the course.
Online, Fixed Date
Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.
Classroom
Take classes in-person at one of our buildings or partner locations.

English Language Proficiency Requirements

All of our courses are taught in English. If English is not your first language, please use the following test scores as guides in order to be successful:

  • TOEFL: 90
  • IELTS Academic Format: 7
  • DAAD: C1
  • TEM-4 or TEM-8: Level 70
  • Duolingo: 125

Note: You do not need to submit test scores.

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