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  • Berkeley Global

Marketing Data Visualization

BUS ADM X465.5

43252

Learn to use data visualization and business intelligence to support marketing decision making in a variety of enterprises. Examine strategies to turn big data into market insights. Gain proficiency in visualizing and presenting data. Understand how to tell a story using data to inform senior management's marketing decisions in driving revenue and growth. Tie in the content learned in Strategic Marketing Analytics and Marketing Analytics Tools and Technologies to efficiently build data- and analytics-driven presentations.

Course Outline

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Course Objectives

  • Be able to tell stories based on data to improve marketing decisions
  • Understand data visualization and business intelligence best practices through projects
  • Learn by doing through hands-on data manipulation and building different views of the data to support marketing decisions 

What You Learn

  • Marketing intelligence vs. business intelligence
  • Visualization as a tool
  • Quantitative relationships
  • Measure of variation, correlation, ratio and money
  • Table and graph design and structure
  • Nominal and Ordinal comparisons
  • Time series
  • Ranking and deviations
  • Characteristics of well-told statistical stories
  • Designing data-driven presentations
  • Technologies and processes to support Big Data
  • Multi-touch attribution
  • Campaign management
  • Targeting and segmentation

How You Learn

  • Interactive lectures
  • Projects
  • In-class exercises

Is This Course Right for Me?
This class is intended for marketing professionals who need to quantitatively show and present the impact of their marketing efforts.

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Sections

Thank you for your interest in this course. Unfortunately, the course you have selected is currently not open for enrollment. Please contact the academic department at the email or phone number listed in the Notes section for more information.

This course applies to the following programs:

Certificate Program in Marketing

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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

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Required Courses

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

Learn More About this Program

Professional Sequence in Digital Marketing

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Required Courses

  • Digital Marketing
  • Strategic Marketing Analytics
  • Social Media Marketing Strategies
  • 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 and Marketing Analytics Tools and Technologies BUS ADM X466.4 or equivalent, or consent of instructor

Recommendations

Proficiency using Excel spreadsheets

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