This is a very hands-on course with many Excel examples. It requires a lot of work and demands weekly attention and studies. If you are looking for an easy course in marketing, this is not the course for you.
The designated analytics tool is Microsoft Excel 365, perhaps the most commonly used data processing software in the business world. The structure of the course is as follows:
Part 1: Marketing Metrics and Excel
- Orientation
- Course/Excel Introduction
- Data
- Advertising
Part 2: Customer Analytics
- Customer Profiling
- Targeting Customers
- Customer Lifetime Value
Part 3: Four P's Analytics
- Price (optimization)
- Place (distribution and salesforce optimization)
- Promotion (experiments)
- Regression
- Product (conjoint analysis)
Course Schedule (With Link to YouTube Video)
Week 1: Introduction/Excel Basics
- Excel: Restaurant Profit Margin
- Excel: Grades and Price
- Excel: Travel Salesperson
Week 2: Data data everywhere
- Excel: Music Chart COUNT
- Excel: Sales Rep Records SUM
- Excel: Grades Summary Histogram
- Excel: Product Records Text Operations
- Excel: Google Search Heat Map
Week 3: Does my advertising work?
- Excel: Estimating Ad ROI
- Excel: Calculating Ad Price based on Target ROI
- Excel: AdStock
- Excel: Ad Expense by Media
Week 4: Customer Profiling
- Excel: MLB Players 1900-
- Excel: Drug store pie chart
- Excel: Cash Reserve waterfall chart
- Excel: Automaker bubble chart
- Excel: Bitcoin trading history combo chart
- Excel: Combo chart using Mac
- Excel: Groceries pivot table
- Excel: Travel expense pivot table
- Excel: Minivan pivot table
Week 5: Targeting Customers
- Excel: Recency Frequency Monetary (RFM)
- Excel: Collaborative Filtering
Week 6: Customer Lifetime Value (CLV)
- Excel: CLV and retention rate
- Excel: Using CLV for poaching
Week 7: Review
Week 8: Exam 1 (no video)
Week 9: Price optimization
- Excel: Creating demand curve
- Excel: Profit of a lemon stand using data table
- Excel: Optimal price of a lemon stand using solver
- Excel: Price tie-in pricing using solver (razors and blades)
Week 10: Place: distribution and salesforce optimization
- Excel: Mapping retailers
- Excel: Optimize warehouse locations
- Excel: Traveling salesperson
- Excel: Detailing call allocation
Week 11: Promotion and experiments
- Excel: Generating random numbers
- Excel: Why sample size matters
- Excel: Distribution of experiment results
- Excel: Analyzing campaign data
Week 12: Predicting customer behavior using regression
Week 13: Product: new product design / conjoint analysis
Week 14: Review
Week 15: Exam 2 (no video)