Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

About this course: 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. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Earn credit toward a master's degree This course is part of the fully-online accredited Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. Learn More Created by:  University of Illinois at Urbana-Champaign

• Taught by:  Kevin Hartman, Visiting Professor & Head of Analytics at Google

  College of Business

Basic Info Course 2 of 7 in the Digital Marketing Specialization Commitment 4 weeks of study, 8-10 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.4 stars Average User Rating 4.4See what learners said 课程作业

每门课程都像是一本互动的教科书，具有预先录制的视频、测验和项目。

来自同学的帮助

与其他成千上万的学生相联系，对想法进行辩论，讨论课程材料，并寻求帮助来掌握概念。

证书

获得正式认证的作业，并与朋友、同事和雇主分享您的成功。

University of Illinois at Urbana-Champaign 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.

Syllabus


WEEK 1


Course Overview and Digital Influence on Marketing



In this module, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.


4 videos, 9 readings, 2 practice quizzes expand

1. Video: Welcome to Marketing Analytics in Theory
2. Video: About Prof Kevin Hartman
3. 阅读: Syllabus
4. 阅读: About the Discussion Forums
5. 阅读: About the Rubric for Peer Assessment
6. 阅读: Glossary
7. 阅读: Brand Descriptions
8. 阅读: Social Media
9. 阅读: Getting to Know Your Classmates
10. 练习测验: Orientation Quiz
11. 阅读: Module 1 Overview
12. 阅读: Module 1 Readings
13. Video: Lesson 1: The Day The Geeks Took Over, Part 1
14. Video: Lesson 1: The Day The Geeks Took Over, Part 2
15. 练习测验: Lesson 1 Practice Quiz
16. 讨论提示: Module 1 Discussion

Graded: Module 1 Quiz
Graded: Module 1 Peer Assessment

WEEK 2


Basics of Web Analytics
In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.


4 videos, 2 readings, 2 practice quizzes expand

1. 阅读: Module 2 Overview
2. 阅读: Module 2 Readings
3. Video: Lesson 2: The Basics Of Web Analytics, Part 1
4. Video: Lesson 2: The Basics Of Web Analytics, Part 2
5. 练习测验: Lesson 2 Practice Quiz
6. Video: Lesson 3: An Introduction To Web Analytics Tools, Part 1
7. Video: Lesson 3: An Introduction To Web Analytics Tools, Part 2
8. 练习测验: Lesson 3 Practice Quiz
9. 讨论提示: Module 2 Discussion

Graded: Module 2 Quiz
Graded: Module 2 Peer Assessment

WEEK 3


Basic Analytics Techniques and the Data
In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.


4 videos, 2 readings, 2 practice quizzes expand

1. 阅读: Module 3 Overview
2. 阅读: Module 3 Readings
3. Video: Lesson 4: Where It All Begins, Part 1
4. Video: Lesson 4: Where It All Begins, Part 2
5. 练习测验: Lesson 4 Practice Quiz
6. Video: Lesson 5: The Consumer–Brand Relationship, Part 1
7. Video: Lesson 5: The Consumer–Brand Relationship, Part 2
8. 练习测验: Lesson 5 Practice Quiz
9. 讨论提示: Module 3 Discussion

Graded: Module 3 Quiz
Graded: Module 3 Peer Assessment

WEEK 4


Promise and Pitfalls of Digital Data
In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.


4 videos, 2 readings, 2 practice quizzes expand

1. 阅读: Module 4 Overview
2. 阅读: Module 4 Readings
3. Video: Lesson 6: Data, Data, Everywhere, Part 1
4. Video: Lesson 6: Data, Data, Everywhere, Part 2
5. 练习测验: Lesson 6 Practice Quiz
6. Video: Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 1
7. Video: Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 2
8. 练习测验: Lesson 7 Practice Quiz
9. 讨论提示: Module 4 Discussion

Graded: Module 4 Quiz
Graded: Module 4 Peer Assessment