Develop quantitative models that leverage business data to forecast sales and support important marketing decisions.

12 weeks

8–10 hours per week

Instructor-paced

Instructor-led on a course schedule

Free

Optional upgrade available

This course is archived

Future dates to be announced

About this course

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Marketers want to understand and forecast how customers purchase products and services and how they respond to marketing initiatives.

Learn how analytics help businesses drive marketing to maximize its effectiveness and optimize return on investment (ROI).

In this course, part of the Business Analytics MicroMasters program, discover how to develop quantitative models that leverage business data, statistical computation, and machine learning to forecast sales and marketing impact for:

customer relationship management;
market segmentation;
value creation;
communication;
monetization.

You will learn how to use probabilistic models and optimization tools to model customer demand forecasts, pricing sensitivity, Lifetime Value and how to leverage such data to make optimal decisions on designing new products, marketing segmentation and strategy.

At a glance

Institution: ColumbiaX
Subject: Business & Management
Level: Advanced
Prerequisites:

Undergraduate probability, statistics and calculus.
Familiarity with R or a similar programming language.

Language: English
Video Transcript: English

What you’ll learn

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Skills acquired after the course:

Demand forecasting using customer-base models and statistical approaches
Market segmentation methods and best practices for identifying potential customer segments and focused targeting
Computation of Customer Lifetime Value for analyzing customer, brand loyalty and forecasting revenue in the short and long run
Factors to consider while designing and introducing new products to the market
Calculating Optimal Pricing for products and services to get the best ROI
Assessing Marketing ROI for making better and data-driven decisions

Syllabus

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Week 1: Introduction to Marketing Analytics and Customer Analysis

Week 2: Market Segmentation

Week 3: Preference measurement

Week 4: Consumer Choice Models

Week 5: Customer Lifetime Value

Week 6: New Product Decisions

Week 7: New Product Decisions

Week 8: New Product Decisions

Week 9: Pricing Analytics and Optimization

Week 10: Pricing Analytics and Optimization

Week 11: Advertising

Week 12: Sales Promotions and Course Review

Who can take this course?

Unfortunately, learners residing in one or more of the following countries or regions will not be able to register for this course: Iran, Cuba and the Crimea region of Ukraine. While edX has sought licenses from the U.S. Office of Foreign Assets Control (OFAC) to offer our courses to learners in these countries and regions, the licenses we have received are not broad enough to allow us to offer this course in all locations. edX truly regrets that U.S. sanctions prevent us from offering all of our courses to everyone, no matter where they live.

Ways to take this course

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	Verified Track	Audit Track
Price	$249 USD	Free
Access to course materials	Unlimited	Limited
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Graded assignments and exams