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Market Analytics: Become a Data-Driven Marketing Expert
Rating: 4.2 out of 5(519 ratings)
3,871 students

What you'll learn

  • Conduct market segmentation with 4 different techniques and find market segments for their product
  • Create surveys and use survey responses in market analysis
  • Set prices for products in the most profitable way using 11 pricing techniques
  • Make financial analysis with NPV and IRR models
  • Forecast sales predicting trends and seasonality effects
  • Use Microsoft Excel at professional level
  • Use IBM SPSS for automated market segmentation

Course content

4 sections • 22 lectures • 2h 9m total length

  • Introduction1:21

    High level overview of the course content and the student's benefits.

Requirements

  • The course does not have specific requirements for successful compleation
  • The attendees might need Excel or IBM SPSS to conduct practical analysis

Description

Marketing analyst salaries can reach six figures, but not everyone automatically earns such a high wage. First, you have to have strong analytical skills. Second, you need to know market analytics, which blends marketing, data analysis, and financial modeling. That’s why the Scandinavian Institute of Business Analytics (SCANBA) created a course that combines all three fields. You’ll learn how to conduct market surveys, analyze the data, find clusters, set product prices, forecast sales and even more. You’ll learn to use Microsoft Excel at a professional level, and be guided through every example to ensure you reach the learning objectives. By the end of the course, you’ll possess the kind of knowledge that’s available only to top market analytics experts.    


The course is 2 hours in total, evenly split into 3 chapters:

Chapter 1. Market Segmentation   

  • 5 advantages of market segmentation

  • Segmentation variables you can use

  • Descriptive and predictive market segmentation techniques

  • 4 major market segmentation techniques: cross-tabulation, regression, clustering, and conjoint-analysis

Chapter 2. Price Analytics   

  • 11 pricing techniques

  • 3 pricing assessment methods, including break-even analysis and the net present value capital budgeting model

  • 5 Excel spreadsheet examples

  • Concepts of elastic demand, optimal pricing, and price discrimination.

Chapter 3. Sales Forecasting   

  • 3 major sales forecasting methods including moving average, exponential smoothing, and regression

  • 2 additional extensions to the methods for in-depth analysis

  • 5 Excel spreadsheet examples

  • Methods for predicting both seasonality and trends in sales.

   

The course has downloadable example files you can use for practice. 

Who this course is for:

  • Marketing professionals
  • MBA students
  • Enterpreneurs
  • Business developers
  • All levels of business analysts

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