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Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

2210 次查看
  • 完成时间大约为 13 个小时
  • 混合难度
  • 英语



Digital Marketing

Marketing Analytics

Marketing Performance Measurement And Management


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.


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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