Marketing Analytics course Syllabus

Overview: This course introduces the role of analytics in modern marketing strategy, focusing on data-driven decision-making. Through real-world case studies and structured frameworks, learners will understand how to measure, interpret, and act on marketing data. The curriculum is divided into five core modules followed by a capstone project, with a total time commitment of approximately 40 hours (4–6 hours per week over 6–8 weeks).

Module 1: Introduction to Marketing Analytics

Estimated time: 8 hours

• The role of analytics in marketing strategy
• How data supports customer-focused decisions
• Real-world examples of data-driven marketing success
• Connecting analytics to business outcomes

Module 2: Customer Analytics and Segmentation

Estimated time: 10 hours

• Analyzing customer behavior and preferences
• Customer segmentation, targeting, and positioning
• Using data for customer acquisition strategies
• Improving customer retention with analytics

Module 3: Pricing, Promotion, and Channel Analytics

Estimated time: 10 hours

• Analyzing pricing strategies using demand and elasticity
• Evaluating the impact of promotions on performance
• Assessing distribution channel effectiveness
• Optimizing the marketing mix with data

Module 4: Marketing Decision-Making with Data

Estimated time: 10 hours

• Integrating analytics into strategic marketing decisions
• Interpreting analytical results for business impact
• Communicating insights to stakeholders
• Applying frameworks used by marketing leaders and consultants

Module 5: Key Marketing Metrics and Performance Measurement

Estimated time: 8 hours

• Understanding core marketing KPIs
• Measuring campaign performance
• Tracking customer behavior metrics
• Translating data into actionable strategies

Module 6: Final Project

Estimated time: 12 hours

• Analyze a real-world marketing case study
• Apply analytical frameworks to solve a business problem
• Present data-driven recommendations

Prerequisites

• Familiarity with basic marketing concepts
• Basic understanding of business decision-making
• No advanced math or coding required

What You'll Be Able to Do After

• Understand how data and analytics drive marketing decisions
• Apply data-driven techniques to pricing and promotion
• Analyze customer behavior and improve targeting
• Use marketing metrics to measure campaign success
• Translate data insights into actionable strategies