About this Course

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Learner Career Outcomes

15%

started a new career after completing these courses

19%

got a tangible career benefit from this course
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 16 hours to complete
English

What you will learn

  • How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

  • How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

  • How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

  • How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance

Skills you will gain

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

Learner Career Outcomes

15%

started a new career after completing these courses

19%

got a tangible career benefit from this course
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 16 hours to complete
English

Offered by

Placeholder

University of Virginia

Syllabus - What you will learn from this course

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Week
1

Week 1

2 hours to complete

The Marketing Process

2 hours to complete
10 videos (Total 35 min), 2 readings, 3 quizzes
Week
2

Week 2

5 hours to complete

Metrics for Measuring Brand Assets

5 hours to complete
12 videos (Total 46 min)
Week
3

Week 3

2 hours to complete

Customer Lifetime Value

2 hours to complete
11 videos (Total 45 min)
Week
4

Week 4

5 hours to complete

Marketing Experiments

5 hours to complete
13 videos (Total 60 min), 3 readings, 5 quizzes

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