Curriculum

During this course, you will delve into content marketing and learn a variety of tactics to engage your audience and drive relevant and profitable customer action by effectively gauging and adjusting your strategy to meet business objectives. By the end of the course, you will be fully prepared to present your complete strategy to brand stakeholders. Participants will plan a content marketing approach to engage their audiences and encourage them to amplify the brand’s reach, trust, reputation, and credibility.

You Will Learn To:

• Understand why and how content marketing can be a creative, cost-effective solution.
• Identify strong content marketing strategies and explain their success.
• Define a target audience, carry out research, and outline their online media habits.
• Create a content map for three content pillars in line with a brand’s business objectives.
• Build a channel marketing plan for disseminating content to the
  target audience.
• Generate a growth plan that incorporates a user-generated campaign and additional tactics such as influencer nurturing.
• Establish KPIs to measure and adjust the strategy as it is implemented.
• Understand how to present a complete content marketing strategy to brand stakeholders.

You Will Be Able To:

• Understand the principles of risk-management
• Apply risk-management techniques and technologies
• Analyze problems using decision-making criteria and theories
• Utilize the characteristics of uncertainty to make educated decisions
• Model different types of risks and decisions to forecast potential outcomes
• Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network

Stand-alone Option

This course may be taken outside of the certificate.

With a highly practical approach, this course includes case studies, essential readings, and instructor guidance that will help you become familiar with web analytics that you can immediately apply. Now more than ever, it is important to understand the technical aspects of web analytics and to be able to establish a dialogue between stakeholders.

You Will Learn To:

• Communicate with all stakeholders about web analytics
• Understand your audience, what a customer journey is, and the importance and complexity of expressing your brand online
• Optimize SEO and SEM to drive traffic to your brand
• Perform a full web audit and extract insights from your web analytics platform
• Design dashboards in line with best practices and produce impactful presentations to share your insights and recommendations with managers and peers

Methodologies and Techniques:

• BigQuery
• Excel
• Google Analytics

You Will Be Able To:

• Be proficient in digital measurement and analytics and complete a full website audit
• Increase your awareness regarding customer behavior and intent
• Know common KPIs and map them to your online objectives
• Create a well-thought web experience for users, including an easily discoverable web presence
• Measure the impact of your online presence and create actionable dashboards
• Identify means of improving the customer experience, providing recommendations for optimization and continuous development
• Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network

Stand-alone Option

This course may be taken outside of the certificate. 

Our eight-week, online course will teach you how to optimally analyze data, estimate campaign effectiveness, segment and size markets, and use predictive modeling to forecast customer lifetime value. Additionally, its holistic approach will enable marketing and sales team to create better and more effective marketing campaigns, execute cross-selling and up-selling more efficiently, and provide improved customer relations.

You Will Learn To:

• Leverage data to target the right audience
• Appropriately segment audiences for optimal contact strategy
• Measure the impact of marketing campaigns
• Predict future customer purchases
• Forecast Customer Lifetime Value (CLV)

You Will Be Able To:

• Effectively find and evaluate both internal and external sources of data
• Develop skills to determine whether to acquire an “off-the-shelf” segmentation or build a customer segmentation in-house
• Construct predictive equations for setting appropriate campaign sizing to meet financial targets
• Recommend the product mix to be used for marketing to each customer or prospect
• Measure individual campaigns toward long-term customer value
• Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network

Stand-alone Option

This course may be taken outside of the certificate. 

Over an eight-week period, you will learn about social science theories that provide ways to understand the consumer, satisfy their needs, and motivate them. You will practice applying these theories to arrive at data-driven consumer understanding, recommending marketing actions, and testing potential courses of action. Throughout, the course reveals how marketing analytics can be a powerful tool for inquiry and the development of marketing action.

You Will Learn To:

• Define a business goal in terms of what we want the consumer to think, feel, or do.
• Frame a desired consumer response within a conceptual model based on social science theory.
• Use data to provide insight into consumer behavior and determine the proper course of action.
• Establish and present a plan to test the effectiveness of the marketing action you recommend.

You Will Be Able To:

• Persuade business and marketing leaders to solve marketing problems by putting the customer at the center of the strategic decision-making process 
• Make a case for a customer-centered solution based on data and present it using a persuasive conceptual model 
• Recommend a marketing plan based on your in-depth understanding of the consumer 
• Devise a framework to gauge the effectiveness of your marketing plan. 
• Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network 

Stand-alone Option

This course may be taken outside of the certificate. 

Our eight-week, online Big Data in Marketing course will equip you with core conceptual frameworks and practical tools for exploring, managing, analyzing, and activating existing and emerging streams of data.

You Will Learn To:

• Identify and evaluate various types of marketing data, including emerging sources and attributes. 
• Align marketing data strategy to key business goals and develop KPIs to assess business impact 
• Explain how marketing data can be utilized to address company-specific use cases and business objectives 
• Evaluate data governance standards for consumer consent compliance and regulation

You Will Be Able To:

• Deploy strategic alignment and actions to accelerate company strategy 
• Leverage your knowledge of the marketing data ecosystem to amplify strategy and support use cases 
• Identify and develop strategic inputs into a marketing data strategy and plan 
• Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network 

Stand-alone Option

This course may be taken outside of the certificate.