This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.
This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
This course is part of the Digital Marketing Specialization
Digital Analytics for Marketing Professionals: Marketing Analytics in Practice
Offered By
About this Course
4.4
1,602 ratings
Skills you will gain
Data AnalysisData Visualization (DataViz)Marketing AnalyticsMarketing Performance Measurement And Management
Syllabus - What you will learn from this course
Week
1Course Overview and Marketing Analytics Process
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Lesson 1 will lay out the Marketing Analysis Process (MAP), a step-by-step procedure for conducting thorough and insightful digital data analyses. Each step of MAP will be introduced with key activities.
4 videos (Total 26 min), 9 readings, 4 quizzes
4 videos
About Prof Kevin Hartman3m
Lesson 1: Following the MAP, Part 17m
Lesson 1: Following the MAP, Part 27m
9 readings
Syllabus10m
About the Discussion Forums10m
About the Rubric for Peer Assessment10m
Glossary10m
Brand Descriptions10m
Social Media10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings10m
3 practice exercises
Orientation Quiz10m
Lesson 1 Practice Quiz4m
Module 1 Quiz20m
Week
2Data Collection
In this module, you will learn the steps of the Marketing Analytics Process, unstructured data, three primary methods for collecting web-based data and tools analysis can use to collect, store, and analyze data. As a result of these activities, you will learn extensively about planning for and collecting data for your analysis projects.
4 videos (Total 29 min), 2 readings, 4 quizzes
4 videos
Lesson 2: Preparing for the Analysis Journey, Part 26m
Lesson 3: Data Collection Part I: Unstructured Data7m
Comments by Prof Rhiannon Clifton1m
2 readings
Module 2 Overview10m
Module 2 Readings10m
3 practice exercises
Lesson 2 Practice Quiz4m
Lesson 3 Practice Quiz4m
Module 2 Quiz20m
Week
3Data Analysis
In this module, you will learn about data collection, data review, data biases, and data management tools. As a result of this module’s activities, you will have an in-depth understanding of structured data and know how to ensure your data is error-free and ready for analysis.
3 videos (Total 24 min), 2 readings, 4 quizzes
3 videos
Lesson 5: Data Management in Practice, Part 18m
Lesson 5: Data Management in Practice, Part 23m
2 readings
Module 3 Overview10m
Module 3 Readings10m
3 practice exercises
Lesson 4 Practice Quiz4m
Lesson 5 Practice Quiz4m
Module 3 Quiz20m
Week
4Data Visualization
In this module, you will learn how to coax insights from data that can be used to direct marketing decisions and the effective communication of data insights to stakeholders. As a result of this module’s activities, you will gain hands-on experience in data analysis and learn to make more memorable presentations and data visualizations.
4 videos (Total 34 min), 2 readings, 4 quizzes
4 videos
Lesson 6: Insights from Digital Data Pt.26m
Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 18m
Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 27m
2 readings
Module 4 Overview10m
Module 4 Readings10m
3 practice exercises
Lesson 6 Practice Quiz4m
Lesson 7 Practice Quiz4m
Module 4 Quiz20m
4.4
40%
83%
Top Reviews
By OA•Mar 1st 2016
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
By AS•Apr 13th 2018
Very well delivered content - having the slides to review ahead of the videos was very beneficial and I found the readings were very to the point in support of the content being delivered.
Instructor
Kevin Hartman
Visiting Professor & Head of Analytics at GoogleCollege of Business
Start working towards your Master's degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
If you are admitted to the full program, your courses count towards your degree learning.
About University of Illinois at Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services.
In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/
This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
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