syllabus for a Marketing Analytics course with practical exercises in Excel:
Module 1: Introduction to Marketing Analytics
Overview of marketing analytics and its importance
Setting up a marketing analytics project
Data collection and preparation in Excel
Practical exercise: Create a sample marketing analytics dataset in Excel
Module 2: Descriptive Analytics
Introduction to descriptive analytics
Measures of central tendency (mean, median, mode)
Measures of variability (range, variance, standard deviation)
Summary statistics in Excel
Practical exercise: Calculate summary statistics for a sample marketing
dataset in Excel
Module 3: Inferential Statistics
Introduction to inferential statistics
Confidence intervals and hypothesis testing
T-tests and ANOVA
Interpreting results in Excel
Practical exercise: Conduct a t-test and ANOVA analysis in Excel
Module 4: Regression Analysis
Introduction to regression analysis
Simple and multiple linear regression
Assumptions of linear regression
Interpreting results in Excel
Practical exercise: Perform a simple linear regression analysis in Excel
Module 5: Data Visualization
Introduction to data visualization
Types of charts (bar, pie, line, scatter)
Creating charts in Excel
Best practices for data visualization
Practical exercise: Create a chart to visualize a sample marketing dataset
in Excel
Module 6: Market Segmentation
Introduction to market segmentation
Types of market segmentation (demographic, geographic, behavioral)
Creating segments in Excel
Practical exercise: Segment a sample marketing dataset using
demographic variables in Excel
Module 7: Predictive Modelling
Introduction to predictive modelling
Types of predictive models (logistic regression, decision trees, random
forest)
Building and evaluating predictive models in Excel
Practical exercise: Build and evaluate a simple logistic regression model in
Excel
Module 8: Optimization and Simulation
Introduction to optimization and simulation
Types of optimization problems (maximize, minimize)
Creating simulations in Excel
Practical exercise: Optimize a marketing budget using simulated data in
Excel
Module 9: Big Data Analytics
Introduction to big data analytics
Working with large datasets in Excel
Using big data tools (e.g. Power BI, Tableau) for analytics
Practical exercise: Load and analyze a large dataset using Power BI
Module 10: Advanced Topics
Advanced topics in marketing analytics (e.g. text analysis, sentiment
analysis)
Using R or Python for advanced analytics
Case studies in marketing analytics
Group discussion and project presentation
Practical Exercises
Each module will include one or more practical exercises that students will
complete in Excel. These exercises will cover various topics such as data
cleaning and preparation, data visualization, regression analysis, and
more. The exercises will be designed to help students apply the concepts
learned in each module to real-world marketing analytics problems.
Assessment
The course will be assessed through a combination of assignments,
quizzes, and a final project. The assignments will be based on the practical
exercises completed throughout the course and will require students to
apply the concepts learned in each module to solve marketing analytics
problems.
Software Requirements
The course will require students to have access to Microsoft Excel.
Students may also use other software tools such as Power BI or Tableau for
advanced analytics projects.
