Course Syllabus
Course Instructor
Stephan Sorger, MBA, MS, PE is an award-winning serial marketing executive, an adjunct faculty member of several major universities, the author of multiple marketing textbooks, including the recommended textbook for this course, "Marketing Analytics: Strategic Models and Metrics," a popular speaker on marketing topics, and a member of several advisory boards.
Contact: If you have a non-technical question about the course content, please post it in the discussion forum. The course team will be monitoring the discussions closely, providing individual responses when possible, and addressing general questions in weekly emails. By asking your question in the discussion forums, everyone can benefit. Besides, if you have a question on something, other people probably do as well. In the discussion forums, you can discuss content, ask questions, and comment on other student posts. You might even be able to do some networking!
Course Description
This course is the first of a four part MicroMasters. This first course covers four essential topics in marketing analytics: 1) Introduction, including the trends and advantages of marketing analytics; 2) Market Insight, covering how to size markets and predict future conditions; 3) Market Segmentation, with an emphasis on positioning; and 4) Strategic Metrics, where we show you which metrics to track in your organization.
Learning Outcomes
After successfully completing the required course content, students will be able to:
- Size markets and identify their trends
- Position products as part of the market segmentation process
- Work with strategic metrics to identify strengths and weaknesses within the organization
Weekly Time Commitment
- Approximately 5 to 7 hours each week.
Prerequisites and Course Materials
- This course does not have any particular academic discipline prerequisites; although, proficiency using Microsoft Excel spreadsheets will be helpful.
- All instruction is in English, so students should be sufficiently fluent to understand written and spoken English.
- This course is self-contained, meaning all content necessary to successfully complete the course certification requirements are shared in the course, no additional materials need to be purchased.
Recommended Textbook (Optional)
If you are having problems in the course, or simply want a more thorough learning experience, we recommend purchasing the recommended textbook: Marketing Analytics: Strategic Models and Metrics by Stephan Sorger (Admiral Press / CreateSpace, 2013). Each module in this course (and in the other courses that make up this series) includes reading assignments from the book. The book is packed with examples and illustrations to relate the content to real-world problems. Again, this book is not required for completion of the course, but is a good reference for any learners looking to go deeper into the course content.
Course Structure
This self-paced course consists of four modules of study plus a summary assessment. All of the course lectures are pre-recorded. Students who opt for the MicroMasters certificate will have the chance to join Stephan Sorger for two live Q&A sessions via YouTube Live streaming. Students choosing the verified option will also have an opportunity to submit questions for Stephan Sorger to the instructional team a few weeks prior to the live session.
Each module consists of:
- A short overview
- An optional reading assignment
- One or more recorded lectures
- A case study assignment (or quiz in the case of Module 1)
- A discussion forum for questions about the module's case study
In addition to the case study discussion forums, the course also includes a discussion for students to introduce themselves to one another, and a general discussion.
Grading
This course will be graded on a pass/fail basis. The course contains 5 graded activities:
- 4 case study quizzes worth 20% each (4 x 20% = 80%)
- A final course summary assessment worth 20%
In order to receive a Verified Certificate students must pass the course with an average score of 70% or higher on these graded activities. Verified students can then request and download their certificates from their progress page.
In order to receive a MicroMasters Certificate, all four courses in the series must be passed with a score of 70% or higher.
Please note: On all graded activities, students will have only 1 opportunity to provide a correct answer, and all graded activities must be completed before the course end date.
Course Outline
Module 1: Introduction to Marketing Analytics
- Module 1 Lecture: Introduction to Marketing Analytics
- Module 1 Quiz
- Module 1 Asynchronous Q&A Discussion Forum
Module 2: Market Insight
- Module 2 Lectures:
- Market Data
- Market Sizing
- Market Trends
- Module 2 Case Study
- Module 2 Case Study Asynchronous Q&A Discussion Forum
Module 3: Market Segmentation
- Module 3 Lectures:
- Positioning
- Developing Perceptual Maps
- Module 3 Case Study
- Module 3 Case Study Asynchronous Q&A Discussion Forum
Module 4: Business Strategy: Strategic Metrics
- Module 4 Lectures:
- Metrics for Strategic Scenarios
- Supporting Strategic Functions
- Module 4 Case Study
- Module 4 Case Study Asynchronous Q&A Discussion Forum