About this course: 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.
Created by: University of Illinois at Urbana-Champaign
Taught by: Kevin Hartman, Head of Analytics at Google
College of Business
| Basic Info | Course 3 of 6 in the Digital Marketing Specialization |
| Commitment | 4 weeks of study, 8-10 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Course 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, 9 readings, 2 practice quizzes
- Video: Welcome to Marketing Analytics in Practice
- Video: About Prof Kevin Hartman
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: About the Rubric for Peer Assessment
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: Lesson 1: Following the MAP, Part 1
- Video: Lesson 1: Following the MAP, Part 2
- Practice Quiz: Lesson 1 Practice Quiz
- Discussion Prompt: Module 1 Discussion
Graded: Module 1 Quiz
Graded: Module 1 Peer Review
WEEK 2
Data 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, 2 readings, 2 practice quizzes
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: Lesson 2: Preparing for the Analysis Journey, Part 1
- Video: Lesson 2: Preparing for the Analysis Journey, Part 2
- Practice Quiz: Lesson 2 Practice Quiz
- Video: Lesson 3: Data Collection Part I: Unstructured Data
- Video: Comments by Prof Rhiannon Clifton
- Practice Quiz: Lesson 3 Practice Quiz
- Discussion Prompt: Module 2 Discussion
Graded: Module 2 Quiz
Graded: Module 2 Peer Review
WEEK 3
Data 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, 2 readings, 2 practice quizzes
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: Lesson 4: Data Collection Part II: Structured Data
- Practice Quiz: Lesson 4 Practice Quiz
- Video: Lesson 5: Data Management in Practice, Part 1
- Video: Lesson 5: Data Management in Practice, Part 2
- Practice Quiz: Lesson 5 Practice Quiz
- Discussion Prompt: Module 3 Discussion
Graded: Module 3 Quiz
Graded: Module 3 Peer Review
WEEK 4
Data 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, 2 readings, 2 practice quizzes
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: Lesson 6: Insights from Digital Data Pt.1
- Video: Lesson 6: Insights from Digital Data Pt.2
- Practice Quiz: Lesson 6 Practice Quiz
- Video: Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 1
- Video: Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 2
- Practice Quiz: Lesson 7 Practice Quiz
- Discussion Prompt: Module 4 Discussion
Graded: Module 4 Quiz
Graded: Module 4 Peer Review
FAQs
How It Works
Coursework
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Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
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This was a fairly good course, however I don't feel like I walked away learning much more than I already knew. I think I was expecting some more detailed instruction on how to perform specific analyses, and this course was quite general. The best part was the fourth module that talked about data visualization, which I did actually find super helpful!
Excellent course, really useful and interesting supporting material.
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Excellent course and professor, Thanks K Hartmann