Marketing Analytics

Examine the effective integrated marketing communication (IMC) strategies for organizations. You’ll receive a comprehensive overview of managing the marketing function, including segmentation, targeting, positioning, customer decision-making, market and environmental analysis, marketing planning, and strategy. You’ll gain an understanding of the role of advertising and other promotional tools in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing within established time and cost parameters.  

The development of a promotional program requires an understanding of the overall marketing process, communications theory and processes, marketing communications tools, consumer behavior, and marketing communications organization structures and operations. You’ll also explore how integrated marketing communications programs are planned, developed, executed, and measured. 

You will learn how to… 

• Implement a market segmentation process on a particular product. 
• Design a package that incorporates the elements of the Marketing Mix.  
• Determine which traditional promotional tools to use for the advertising campaign for your product. 
• Determine which contemporary promotional tools to use for the advertising campaign for your product. 
• Develop a plan for an integrated marketing communications campaign for a product.

And learn the skills connected to careers including… 

Marketing Analyst, Marketing Analytics Manager, Business Analyst, Lead Analyst, Data Analyst, Web Analyst, Digital Marketing Specialist, Marketing Manager, Market Research Analyst, Data Scientist