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.
数字化营销 专项课程伊利诺伊大学香槟分校课程信息
207,369 次近期查看
学生职业成果
35%
完成这些课程后已开始新的职业生涯
38%
通过此课程获得实实在在的工作福利
14%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 7 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为16 小时
英语（English）
字幕：英语（English）
您将获得的技能
Data AnalysisData Visualization (DataViz)Marketing AnalyticsMarketing Performance Measurement And Management
学生职业成果
35%
完成这些课程后已开始新的职业生涯
38%
通过此课程获得实实在在的工作福利
14%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 7 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为16 小时
英语（English）
字幕：英语（English）
提供方
伊利诺伊大学香槟分校
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.
立即开始攻读硕士学位
此 课程 隶属于 伊利诺伊大学香槟分校 提供的 100% 在线 Master of Business Administration (iMBA)。如果您被录取参加全部课程，您的课程将计入您的学位学习进程。
教学大纲 - 您将从这门课程中学到什么
完成时间为 6 小时
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.
完成时间为 6 小时
5 个视频 （总计 28 分钟）, 9 个阅读材料, 4 个测验
5 个视频
About Prof Kevin Hartman3分钟
Lesson 1: Following the MAP, Part 17分钟
Lesson 1: Following the MAP, Part 27分钟
Interview with Steve Moffat "on the role of CMO and the importance of objective setting"1分钟
9 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
About the Rubric for Peer Assessment10分钟
Glossary10分钟
Brand Descriptions10分钟
Getting to Know Your Classmates10分钟
Module 1 Overview10分钟
Module 1 Readings10分钟
About Steve Moffat10分钟
3 个练习
Orientation Quiz30分钟
Lesson 1 Practice Quiz30分钟
Module 1 Quiz30分钟
完成时间为 3 小时
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.
完成时间为 3 小时
5 个视频 （总计 34 分钟）, 2 个阅读材料, 4 个测验
5 个视频
Lesson 2: Preparing for the Analysis Journey, Part 26分钟
Interview with Pradeep Kumar "on data sources used in marketing analytics"4分钟
Lesson 3: Data Collection Part I: Unstructured Data7分钟
Comments by Prof Rhiannon Clifton1分钟
2 个阅读材料
Module 2 Overview10分钟
Module 2 Readings10分钟
3 个练习
Lesson 2 Practice Quiz30分钟
Lesson 3 Practice Quiz30分钟
Module 2 Quiz30分钟
完成时间为 4 小时
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.
完成时间为 4 小时
4 个视频 （总计 25 分钟）, 3 个阅读材料, 4 个测验
4 个视频
Lesson 5: Data Management in Practice, Part 18分钟
Lesson 5: Data Management in Practice, Part 23分钟
Interview with John Kenny "on the need for diverse data and points of view"1分钟
3 个阅读材料
Module 3 Overview10分钟
Module 3 Readings10分钟
About John Kenny10分钟
3 个练习
Lesson 4 Practice Quiz30分钟
Lesson 5 Practice Quiz30分钟
Module 3 Quiz30分钟
完成时间为 4 小时
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.
完成时间为 4 小时
7 个视频 （总计 43 分钟）, 3 个阅读材料, 4 个测验
7 个视频
Lesson 6: Insights from Digital Data Pt.26分钟
Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 18分钟
Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 27分钟
Interview with John Kenny "on the importance of dataviz"2分钟
Interview with Steve Moffat on "digital marketing in 5 years"3分钟
Gies Online Programs3分钟
3 个阅读材料
Module 4 Overview10分钟
Module 4 Readings10分钟
Congratulations!10分钟
3 个练习
Lesson 6 Practice Quiz30分钟
Lesson 7 Practice Quiz30分钟
Module 4 Quiz30分钟
审阅
来自市场营销专业人士所需的数字分析：市场营销分析实践的热门评论
由 JJ 提供Aug 7, 2020
Thoroughly enjoyable "journey" for this course. The syllabus was great, very well structured, thus easy to follow. Each module, including honors, can easily be completed in a day if you have the time.
由 OA 提供Feb 29, 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.
由 EY 提供Apr 24, 2020
It was easier than I thought in the sense that there weren't actually analytical exercises or presentation to practice, but still good overview of approach and techniques of digital analytics.
由 SS 提供Jun 8, 2020
It teaches you a lot of things that are required for an analyst. Considering today's innovative market, this course helps you to understand how you analyze the market or company or any data.
关于 数字化营销 专项课程
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.
常见问题
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
退款政策是如何规定的？
如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
有助学金吗？
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
还有其他问题吗？请访问 学生帮助中心。
