市场营销专业人士所需的数字分析:理论市场分析

Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

本课程是数字营销专项课程的其中一门课程(共 6 门课程)

伊利诺伊大学香槟分校

分享

市场营销专业人士
  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

课程概况

Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.

市场营销专业人士所需的数字分析:理论市场分析 is course 2 of 6 in the Digital Marketing Specialization.

This Specialization covers the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns.

授课教师

Kevin Hartman
Head of Industry at Google
College of Business

课程大纲

Week 1 Course Overview and Digital Influence on Marketing

About the Course and Your Classmates
Module 1 Overview
Lesson 1: “The Day The Geeks Took Over” – Understanding The Influence Of Analytics On Marketing
Module 1 Review
Quiz: Module 1 Quiz
Assignment: Module 1 Peer Assessment

Week 2 Basics of Web Analytics

Module 2 Overview
Lesson 2: “The Basics Of Web Analytics” – Laying The Foundation For Marketing Analysis
Lesson 3: “An Introduction To Web Analytics Tools” – Understanding The Key Web Analytics Tools At Your Disposal
Module 2 Review
Quiz: Module 2 Quiz
Assignment: Module 2 Peer Assessment

Week 3 Basic Analytics Techniques and the Data

Module 3 Overview
Lesson 4: “Where It All Begins” – Starting With The Consumer
Lesson 5: “The Consumer–Brand Relationship” – Understanding How And Why Data Is Shared In Digital Channels
Module 3 Review
Quiz: Module 3 Quiz
Assignment: Module 3 Peer Assessment

Week 4 Promise and Pitfalls of Digital Data

Module 4 Overview
Lesson 6: “Data, Data, Everywhere” – Identifying Valuable Data Sources
Lesson 7: “New Media – New Data, New Opportunities, New Dangers” – Understanding The Promise And Pitfalls Of Digital Data
Module 4 Review
Quiz: Module 4 Quiz
Assignment: Module 4 Peer Assessment

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