CERT X481 - Marketing Analytics and Strategic Applications
Description
Evaluate marketing data and campaign performance to guide decisions and explore techniques to enhance strategy.Outline
Marketing Analytics and Strategic Applications introduces students to the fundamentals of marketing data analytics and the essential tools used to transform data into actionable insights. Because data plays a central role in modern marketing, the ability to measure and interpret performance is essential. This course lays the groundwork for students to become proficient in evaluating marketing data to accurately assess the success and impact of various campaigns and initiatives.
A core component of the curriculum teaches learners how to evaluate marketing data and campaign performance to effectively guide managerial decisions. Students will explore practical techniques for interpreting key metrics and applying analytical insights to enhance overall marketing strategy and outcomes. Emphasis is placed on using data to move beyond simple reporting to proactive decision-making and continuous improvement.
Course Outcomes
Learners will be able to:
- analyze marketing performance and key metrics to uncover strategic opportunities and guide managerial decisions.
- evaluate the effectiveness of marketing campaigns and recommend strategic adjustments.
- apply data-driven insights to guide strategic marketing decisions and optimize initiative outcomes.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week, learners will:
- attend one 60-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three–four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
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Applies Toward the Following:
- Marketing Management Certificate : Required Courses