課程信息

1,282,896 次近期查看

學生職業成果

45%

完成這些課程後已開始新的職業生涯

28%

通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
可靈活調整截止日期
根據您的日程表重置截止日期。
初級

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

完成時間大約為16 小時
英語(English)
字幕:英語(English)

您將學到的內容有

  • 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

您將獲得的技能

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity

學生職業成果

45%

完成這些課程後已開始新的職業生涯

28%

通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
可靈活調整截止日期
根據您的日程表重置截止日期。
初級

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

完成時間大約為16 小時
英語(English)
字幕:英語(English)

提供方

弗吉尼亚大学 徽標

弗吉尼亚大学

教學大綱 - 您將從這門課程中學到什麼

內容評分Thumbs Up94%(16,753 個評分)Info
1

1

完成時間為 2 小時

The Marketing Process

完成時間為 2 小時
10 個視頻 (總計 35 分鐘), 2 個閱讀材料, 3 個測驗
10 個視頻
Course Overview2分鐘
Why Marketing Analytics?4分鐘
Introduction to the Marketing Process2分鐘
Airbnb Marketing Process7分鐘
Airbnb's Strategic Challenge1分鐘
Airbnb's Marketing Strategy with Data3分鐘
Using Text Analytics3分鐘
Utilizing Data to Improve Marketing Strategy3分鐘
Takeaways: Improving the Marketing Process with Analytics3分鐘
2 個閱讀材料
Course Overview & Requirements10分鐘
Use Discussion Forums to Deepen Your Learning10分鐘
3 個練習
Practice Quiz on the Marketing Process15分鐘
Practice Quiz on Data Analytics Basics18分鐘
Week 1 Quiz: the Marketing Process33分鐘
2

2

完成時間為 5 小時

Metrics for Measuring Brand Assets

完成時間為 5 小時
12 個視頻 (總計 46 分鐘)
12 個視頻
Snapple and Brand Value5分鐘
Developing Brand Personality4分鐘
Brand Personality: Red Bull1分鐘
Developing Brand Architecture5分鐘
Brand Architecture: Red Bull3分鐘
Brand Architecture: Etch A Sketch2分鐘
Measuring Brand Value10分鐘
Measuring Brand Value: Key Points1分鐘
Revenue Premium as a Measure of Brand Equity5分鐘
Calculating Brand Value: Snapple5分鐘
Takeaways: Measuring Brand Value1分鐘
3 個練習
Practice Quiz on Brand and Brand Architecture12分鐘
Practice Quiz on Calculating Brand Value24分鐘
Week 2 Quiz on Measuring Brand Assets30分鐘
3

3

完成時間為 2 小時

Customer Lifetime Value

完成時間為 2 小時
11 個視頻 (總計 45 分鐘)
11 個視頻
Customer Lifetime Value (CLV)4分鐘
Customer Lifetime Value: Netflix2分鐘
Calculating CLV7分鐘
Understanding the CLV Formula2分鐘
Applying the CLV Formula: Netflix6分鐘
Extending the CLV Formula, Part 17分鐘
Extending the CLV Formula, Part 23分鐘
Using CLV to Make Decisions: IBM3分鐘
CLV: A Forward Looking Measure3分鐘
Takeaways: CLV1分鐘
2 個練習
Practice Quiz on CLV30分鐘
Week 3 Quiz on CLV30分鐘
4

4

完成時間為 5 小時

Marketing Experiments

完成時間為 5 小時
13 個視頻 (總計 60 分鐘), 3 個閱讀材料, 5 個測驗
13 個視頻
Determining Cause and Effect through Experiments3分鐘
Designing Basic Experiments6分鐘
Designing Before - After Experiments5分鐘
Designing Full Factorial Web Experiments4分鐘
Designing an Experiment: Etch A Sketch2分鐘
Analyzing an Experiment: Etch A Sketch8分鐘
Analyzing an Experiment: Betty Spaghetty5分鐘
Projecting Lift2分鐘
Calculating Projected Lift: Betty Spaghetty6分鐘
Pitfalls of Marketing Experiments: Betty Spaghetty3分鐘
Maximizing Effectiveness: Nanoblocks8分鐘
Takeaways: Marketing Experiments1分鐘
3 個閱讀材料
Spreadsheet with Formulas10分鐘
Transformation of Marketing at the Ohio Art Company (abridged)15分鐘
MBTN Assessments10分鐘
4 個練習
Practice Quiz 1 on Designing Experiments9分鐘
Practice Quiz 2 on Calculating Break Even and Lift12分鐘
Practice Quiz 3 on Projecting Lift9分鐘
Week 4: Marketing Experiments Quiz30分鐘

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