Marketing Analytics for Leaders

Marketing analytics helps collect and strengthen data from across all marketing channels. This information is key to improving marketing efforts and driving them forward to achieve business goals. Understanding data and analytics-related principles, strategies, and tools will help you reach your learning goals and contribute more effectively to your business.

From the fundamentals of marketing analytics to building a data-driven culture within your organization, this course prepares you to take advantage of the exciting possibilities of using data to enhance strategies and achieve better results.

After completing the course, you will be able to: 

• Apply your new skills and tools to review and analyze data.
• Leverage data to improve marketing and financial results.
• Present strategic recommendations on positioning, pricing, and target audiences to drive growth.
• Play an active role in creating a data-driven culture for your organization.
• Earn a credential certifying completion from the University of Chicago and become part of the UChicago network.

You will learn to:

• Explain the core principles of data analytics and their connection with marketing strategies.
• Leverage data to create strategic competitive advantages.
• Apply data-driven strategies to lead marketing and organizational initiatives.
• Improve your understanding of customers through insights and analysis.
• Communicate and act on results through data storytelling.
• Find, extract, organize, and describe data to support decision-making.

• Self-paced interactive learning modules with a variety of engaging learning activities, assignments, and resources.
• Live sessions that bring you, your peers, and your instructor together to learn collaboratively about the current state of the field, engage with real-world problems, and explore authentic solutions.
• Continuous support from your instructional assistant, who will accompany you on your journey through the content, answer your questions, and provide feedback on your work.

Our highly trained instructors are courageous thinkers and passionate leaders who leverage years of industry expertise and up-to-date knowledge of terminology, tools, and trends to deliver an unparalleled learning experience. Through their rigorous discourse, cross-disciplinary collaboration, and field-shaping contributions, they create practical solutions and pioneering innovations that enrich our world.

This instructor teaches this course regularly. Please speak to your enrollment advisor if you wish to know who the current teacher is.

Career Outlook

The U.S. Bureau of Labor Statistics projects that overall employment for advertising, promotions, and marketing managers will grow at the above-average rate of 8.1%, creating 26,000 new jobs over the next eight years. Significant new growth areas include digital marketing, multichannel marketing, and e-commerce.

To succeed, marketing professionals need to immerse themselves in the digital world. Digital spending continues to increase exponentially, and technical and analytical skills have become the key to employability.