UVA Darden School of Business introduces MOOC on ‘Marketing Analytics’

By Swetha S

May 3, 2016: The University of Virginia Darden School of Business announces a massive open online course (MOOC) on Marketing Analytics-or how to make sense of and utilize the massive amounts of data available to improve marketing efforts.

"Data is everywhere. We know more about consumer action than ever before, but trying to figure out what to do with all this data can be a challenge for people in marketing," said Professor Rajkumar Venkatesan, Professor of Business Administration, Darden School of Business, University of Virginia.


"This course is about applying analytics as well as understanding the connection between marketing strategy, decision making and analytics. We'll also explore the possibilities that analytics can offer and provide the tools to help create actionable insights."

Throughout the five-week course, Professor Venkatesan uses real-world examples from companies such as Snapple, IBM, and Netflix to show how marketing analytics inform important decisions. Topics include:

  • Marketing Resource Allocation
  • Metrics for Measuring Brand Assets
  • Customer Lifetime Value
  • Regression Basics
  • Marketing Experiments

UVA Darden School of Business introduces MOOC

Since the Marketing Analytics MOOC first launched last year, over 16,000 learners from around the world have joined the course. Available on-demand, registration is open to anyone with an Internet connection.

Participants who successfully complete the course requirements can earn a Course Certificate from the University of Virginia and Coursera, or students can audit the course for free.

The course complements the School's portfolio of free online courses taught by Darden faculty available on the Coursera platform:

"By offering these MOOCs, we continue to reach people across the globe in meaningful ways, who might not otherwise connect with Darden," said Professor Peter Rodriguez, Darden's senior associate dean for degree programs. "MOOCs can open up their appetite to explore learning, deepen knowledge on a topic and can often be the beginning of further education."

About The University of Virginia Darden School of Business

The University of Virginia Darden School of Business delivers the world's best business education experience to prepare entrepreneurial, global and responsible leaders through its MBA, Ph.D. and Executive Education programs. Darden's top-ranked faculty is renowned for teaching excellence and advances practical business knowledge through research. Darden was established in 1955 at the University of Virginia, a top public university founded by Thomas Jefferson in 1819 in Charlottesville, Virginia.

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