The University of California, Berkeley was chartered in 1868, and its flagship campus — envisioned as a "City of Learning" — was established at Berkeley, on San Francisco Bay. Berkeley faculty consists of 1,582 full-time and 500 part-time faculty members dispersed among more than 130 academic departments and more than 80 interdisciplinary research units. Berkeley alumni have received 28 Nobel prizes, and there are eight Nobel Laureates, 32 MacArthur Fellows, and four Pulitzer Prize winners among the current faculty.

4-Course Series: Marketing Analytics

Learn how to integrate analytics-based marketing and strategic concepts to improve business decisions and return on marketing investment (ROMI).

Self-Paced

About This Series

In this MicroMasters program, you will learn best practices and approaches for marketing measurement and analysis. Through practical applications, you will learn how to apply analytics tools and techniques to real-world marketing problems with the measurement of marketing strategies; for price and promotion analytics; by analysis of competitive trends; and to understand distribution and sales performance. Through analytics-based marketing, you will learn to drive ROI with your marketing strategies.

Marketing analytics has become increasingly important in determining a company’s spending and ROI. In today’s job market, many entry-level marketing positions now require some basic level of knowledge in this rapidly growing field. This MicroMasters program will equip you with the knowledge and skills necessary to immediately see practical benefits in the workplace as you learn about quantitative marketing approaches for all types of marketing campaigns.

The program is taught by Stephen Sorger who has held leadership roles in marketing and product development at companies such as Oracle, 3Com, and NASA. He has also taught for over a decade at UC Berkeley Extension and is the author of two widely adopted marketing textbooks.

• Average Length: 4 weeks per course
• Effort: 5-7 hours per week, per course
• Number Of Courses: 4 Courses in Program
• Subject: Computer Science, Business & Management, Data Analysis & Statistics
• Institution: Berkeley
• Language: English
• Video Transcripts: English

1. Marketing Analytics: Marketing Measurement Strategy

Learn best approaches and practices for marketing measurement, including how to use metrics to measure success.

2. Marketing Analytics: Price and Promotion Analytics

Learn how to use price and promotion analytics to effectively allocate your marketing budget to maximize profits.

3. Marketing Analytics: Competitive Analysis and Market Segmentation

Learn how to analyze your competition and effectively segment your market to improve overall customer satisfaction and company profits.

4. Marketing Analytics: Products, Distribution, and Sales

Learn how to identify what your consumers want in a product and the best distribution and sales channels to engage with your chosen markets.

What You'll Learn

• Products, Distribution, and Sales;
• Marketing Measurement Strategy;
• Price and Promotion Analytics;
• Competitive Analysis and Market Segmentation;
• Market trends;
• Budgets for multiple campaigns;
• Advanced programming languages;
• Conjoint analysis, decision trees;
• Brick and mortar vs. e-commerce channels;

Please go to this MicroMasters program's link on edX for further detailed information: Marketing Analytics.