Prerequisites

• Basic computer literacy
• Fundamental understanding of marketing principles
• Basic mathematics and statistics knowledge
• Spreadsheet software familiarity
• Optional: Basic programming skills
• Computer with minimum 8GB RAM

Course Syllabus

Week 1: Foundations of Marketing Analytics

• Introduction to marketing analytics
• Role of data in marketing decisions
• Marketing principles overview
• Analytics ecosystem fundamentals
• Data-driven marketing strategies
• Career opportunities in marketing analytics
• Technology integration in marketing

Week 2: Data Management and Sources

• Types of marketing data
• First, second, and third-party data
• Data collection techniques
• Digital data generation methods
• Browser cookies and tracking
• API and SDK integration
• Data privacy considerations

Week 3: Statistical Analysis for Marketing

• Descriptive and inferential statistics
• Marketing research methods
• Hypothesis testing
• Regression analysis
• Market segmentation techniques
• Consumer behavior analysis
• Statistical modeling in marketing

Week 4: Data Visualization and Tools

• Spreadsheet analytics
• Google Analytics fundamentals
• Facebook Ads Manager
• Visualization techniques
• Dashboard creation
• KPI representation
• Marketing performance reporting

Week 5: Predictive Analytics

• Predictive modeling techniques
• Customer lifetime value analysis
• Forecasting methods
• Machine learning in marketing
• Behavioral prediction
• Customer segmentation algorithms
• Predictive campaign optimization

Week 6: Advanced Marketing Analytics

• Customer journey mapping
• Multi-channel analytics
• Attribution modeling
• Advanced segmentation strategies
• Personalization techniques
• Marketing mix optimization
• Performance measurement frameworks

Week 7: Digital Marketing Analytics

• Web analytics
• Social media analytics
• Digital advertising performance
• Conversion rate optimization
• Campaign effectiveness measurement
• User behavior tracking
• Digital marketing metrics

Week 8: Customer Insights and Behavior

• Consumer preference analysis
• Behavioral economics
• Customer sentiment analysis
• Demographic insights
• Psychographic segmentation
• Customer experience analytics
• Predictive customer modeling

Week 9: Marketing Technology and Tools

• Marketing analytics platforms
• Business intelligence tools
• Advanced analytics software
• Tableau and Power BI
• Integration techniques
• Tool selection strategies
• Practical implementation workshops

Week 10: Marketing Performance Optimization

• Marketing ROI analysis
• Performance benchmarking
• Budget allocation strategies
• Campaign optimization techniques
• A/B testing methodologies
• Experimental design
• Marketing efficiency metrics

Week 11: Ethical Considerations in Marketing Analytics

• Data privacy regulations
• Ethical data usage
• Consumer rights
• Algorithmic bias detection
• Compliance frameworks
• Responsible marketing practices
• Ethical decision-making

Week 12: Capstone Project and Career Preparation

• End-to-end marketing analytics project
• Portfolio development
• Industry best practices
• Implementation strategies
• Professional networking
• Career guidance
• Final project presentations

Learning Outcomes

• Advanced marketing analytics skill development
• Data-driven decision-making capabilities
• Professional analytics tool proficiency
• Strategic marketing insights generation
• Ethical data management understanding
• Practical implementation knowledge
• Industry-ready marketing analytics expertise

Certification

Students receive a comprehensive Marketing Analytics certification upon successful course completion.

Note: Course content may be dynamically updated to reflect emerging industry trends and technological advancements.