课程信息

1,272,677 次近期查看

学生职业成果

45%

完成这些课程后已开始新的职业生涯

28%

通过此课程获得实实在在的工作福利
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。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级

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

完成时间大约为16 小时
英语(English)
字幕:英语(English)

您将学到的内容有

  • 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

您将获得的技能

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

学生职业成果

45%

完成这些课程后已开始新的职业生涯

28%

通过此课程获得实实在在的工作福利
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。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级

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

完成时间大约为16 小时
英语(English)
字幕:英语(English)

提供方

弗吉尼亚大学 徽标

弗吉尼亚大学

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up94%(16,909 个评分)Info
1

1

完成时间为 2 小时

The Marketing Process

完成时间为 2 小时
10 个视频 (总计 35 分钟), 2 个阅读材料, 3 个测验
10 个视频
Course Overview2分钟
Why Marketing Analytics?4分钟
Introduction to the Marketing Process2分钟
Airbnb Marketing Process7分钟
Airbnb's Strategic Challenge1分钟
Airbnb's Marketing Strategy with Data3分钟
Using Text Analytics3分钟
Utilizing Data to Improve Marketing Strategy3分钟
Takeaways: Improving the Marketing Process with Analytics3分钟
2 个阅读材料
Course Overview & Requirements10分钟
Use Discussion Forums to Deepen Your Learning10分钟
3 个练习
Practice Quiz on the Marketing Process15分钟
Practice Quiz on Data Analytics Basics18分钟
Week 1 Quiz: the Marketing Process33分钟
2

2

完成时间为 5 小时

Metrics for Measuring Brand Assets

完成时间为 5 小时
12 个视频 (总计 46 分钟)
12 个视频
Snapple and Brand Value5分钟
Developing Brand Personality4分钟
Brand Personality: Red Bull1分钟
Developing Brand Architecture5分钟
Brand Architecture: Red Bull3分钟
Brand Architecture: Etch A Sketch2分钟
Measuring Brand Value10分钟
Measuring Brand Value: Key Points1分钟
Revenue Premium as a Measure of Brand Equity5分钟
Calculating Brand Value: Snapple5分钟
Takeaways: Measuring Brand Value1分钟
3 个练习
Practice Quiz on Brand and Brand Architecture12分钟
Practice Quiz on Calculating Brand Value24分钟
Week 2 Quiz on Measuring Brand Assets30分钟
3

3

完成时间为 2 小时

Customer Lifetime Value

完成时间为 2 小时
11 个视频 (总计 45 分钟)
11 个视频
Customer Lifetime Value (CLV)4分钟
Customer Lifetime Value: Netflix2分钟
Calculating CLV7分钟
Understanding the CLV Formula2分钟
Applying the CLV Formula: Netflix6分钟
Extending the CLV Formula, Part 17分钟
Extending the CLV Formula, Part 23分钟
Using CLV to Make Decisions: IBM3分钟
CLV: A Forward Looking Measure3分钟
Takeaways: CLV1分钟
2 个练习
Practice Quiz on CLV30分钟
Week 3 Quiz on CLV30分钟
4

4

完成时间为 5 小时

Marketing Experiments

完成时间为 5 小时
13 个视频 (总计 60 分钟), 3 个阅读材料, 5 个测验
13 个视频
Determining Cause and Effect through Experiments3分钟
Designing Basic Experiments6分钟
Designing Before - After Experiments5分钟
Designing Full Factorial Web Experiments4分钟
Designing an Experiment: Etch A Sketch2分钟
Analyzing an Experiment: Etch A Sketch8分钟
Analyzing an Experiment: Betty Spaghetty5分钟
Projecting Lift2分钟
Calculating Projected Lift: Betty Spaghetty6分钟
Pitfalls of Marketing Experiments: Betty Spaghetty3分钟
Maximizing Effectiveness: Nanoblocks8分钟
Takeaways: Marketing Experiments1分钟
3 个阅读材料
Spreadsheet with Formulas10分钟
Transformation of Marketing at the Ohio Art Company (abridged)15分钟
MBTN Assessments10分钟
4 个练习
Practice Quiz 1 on Designing Experiments9分钟
Practice Quiz 2 on Calculating Break Even and Lift12分钟
Practice Quiz 3 on Projecting Lift9分钟
Week 4: Marketing Experiments Quiz30分钟

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