Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course, developed at the Darden School of Business at the University of Virginia, gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources. You can follow my posts in Twitter, @rajkumarvenk, and on linkedin: https://www.linkedin.com/in/education-marketing. Thanks, Raj Professor of Business Administration at Darden

By the end of this project, you will learn how to create a company vision and mission statement from scratch using the free version of Canva. Mission and vision statements are important foundational elements of any organization. A Mission Statement defines the company’s business, its objectives and its approach to reach those objectives. A Vision Statement describes the desired future position of the company. You will be able to incorporate a color scheme, different charts, and other design elements for aesthetically pleasing and value added business marketing collateral. We can use Canva to complete this project because it provides all the tools you need to create an organized and visually appealing product while offering a variety of options for sharing and collaboration. You will learn how to plan and organize your ideas and utilize graphic design tools as you create a vision and mission statement from scratch that will serve as a template for future projects. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

In this 1-hour long project-based course, you will learn how to enter any data set on google sheets, organize and format your rows and columns, create drop down lists, create basic query formulas related to the data set and finally translate those formulas into dashboard and charts to help you better visualize your analysis. This will help beginner market analysts to prepare reports and dashboards to present it to their managers. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

In this project, learners will harness the data visualization power of Tableau to create a sales forecast. This will help every sales and marketing professional to guide teams and investments to reach the ultimate goal. Learning how to do this will make presentations more dynamic and prescriptive in nature. Learners will also get a gentle introduction to the Machine Learning principles used to create these forecasts. This project is designed for sales and marketing leaders who will make consequential decisions based on projections. A background in statistics and or digital marketing is helpful but not required for this project.

The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue. By the end of this course, you'll be able to... -- Apply knowledge of customer value to price products -- Leverage core value-based pricing techniques to inform pricing decisions -- Measure customer willingness to pay using models (surveys, conjoint analysis, other data) -- Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers

By the end of this project, you will be able to create a logo for a fashion website using your own typographic style on Adobe Illustrator. Throughout the project, you will be able to use Adobe Illustrator with its different tools. You will be able to create your original typographic style that you will use in creating a vectorial logo. You will be exposed to the Blend tool in Adobe Illustrator. It is a tool with many interesting and important aspects that will help you create original designs. This guided project is for intermediate designers who are interested in learning Adobe Illustrator and in creating logos. Using the tools in Adobe Illustrator, you will be able to create a logo for a fashion website. Adobe Illustrator is the most used software to create vectorial designs and logos. It will be, undoubtedly, a great asset throughout your future career as a designer.

In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

In this 1-hour long project-based course, you will learn how to build a business profile on Instagram and increase the engagement of your followers, engage with story strategies, people, target market and buyers. By the end of this project, you will have learned how to develop a strong business profile on Instagram and increase the market engagement.

In this 1-hour long project-based course, you will learn how to create a script and then create a Promotional Video around it and make the video appealing using video backgrounds, images and animations. By the end of this project, you will be confident in creating an eye-catching and professional Promotional Video in Canva which you can use to Market on Social Media Platforms. The same skills can be used in creating Promotional Video in any industry like real estate, finance, healthcare or for any other business. We will be using Canva for this purpose and we will create a Promotional Video slide by slide. We will begin by creating video slides around the Customer’s pain points and introduce our Solutions. We will then persuade our target customers through USPs and Testimonials and finish the video with a Call to Action. No prior experience in video creation or graphic design or scriptwriting is needed. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

By the end of this guided project, you will be able to use the Buyer Persona Canvas to develop a deep insight on your buyers. The canvas is a 10-block model that help us understand the archetypal behaviors, activities, mental models, and contextual situations that buyers use to accomplish specific goals. Modeling buyer persona behavior offers insights into how buyers make purchase decisions, the goals driving their buying behaviors, and their attitudes of decision-making. The canvas offers a narrative of customer goals and desires, how buying behavior are affected, the context of the buyers, their visions for the future, and how you and your company can contribute to their story For us to practically demonstrate how to use the Buyer Persona Canvas to conduct analysis and make decisions, we will use an energy services company as a case study. Example of the case study would empower you to apply the model to your company or any other company of your choice. The project is for marketing and sale executives who want to have deeper understanding of their buyers, and then formulate strategies to help them achieve their goals. Also, for entrepreneurs who want to have insights on the potential customers before developing products/services to solve their problems. At the end of the project, you will be able to use the canvas to create a more refined and intimate view of your customers.