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.
课程信息
177,133 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
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）
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完成时间大约为12 小时
建议：4 weeks of study, 8-10 hours/week
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 5 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 5 小时
4 个视频 （总计 26 分钟）, 8 个阅读材料, 4 个测验
4 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
8 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
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
4 个视频 （总计 29 分钟）, 2 个阅读材料, 4 个测验
4 个视频
Lesson 2: Preparing for the Analysis Journey, Part 26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 3 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 3 小时
3 个视频 （总计 24 分钟）, 2 个阅读材料, 4 个测验
3 个视频
Lesson 5: Data Management in Practice, Part 18分钟
Lesson 5: Data Management in Practice, Part 23分钟
2 个阅读材料
Module 3 Overview10分钟
Module 3 Readings10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 3 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 3 小时
4 个视频 （总计 34 分钟）, 2 个阅读材料, 4 个测验
4 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
2 个阅读材料
Module 4 Overview10分钟
Module 4 Readings10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
4.5
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 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 AS 提供Apr 12, 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.
由 CR 提供Jun 19, 2016
If you want to understand the context, use and possible tools to manage digital marketing understanding the importance of data in this process, this is the course you should apply for.
由 MM 提供Sep 20, 2015
It was an interesting overview and a good in-depth method of managing a digital marketing project. I wish there would have been more statistical insight and data analysis exercice.
由 KI 提供Aug 1, 2019
I really loved the whole Course and despite some complex parts, Professor Hartman so skillfully explained, that everything was clear and easy to absorb! Thanks, I really enjoyed!
由 VN 提供Feb 29, 2016
Excellent course. Gave me a great idea regarding the basics of Marketing Analytics. Highly recommended for those who has no prior knowldege about the Marketing Analytics Process
由 LW 提供Sep 22, 2015
Good foundation class for marketers. Does not delve into ways to actually analyse data, but talks about sources to find data and how to present results in a meaningful manner.
由 SS 提供Mar 13, 2016
Good course overall. I gave it only four stars because I expected it to be more practical and more hands-on analysis to do for assignments, instead of just discussing things.
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.
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