School: University of Virginia (Darden)
Registration Link: REGISTER HERE
Start Date: November 7, 2016 (5 Weeks Long)
Workload: 3 Hours Per Week
Grades: To earn a passing mark, students must complete all graded assignments.
Instructor: Rajkumar Venkatesan
Credentials: A member of Poets&Quants’ top “40 Under 40” professors, Venkatesan teaches the core marketing MBA course to first-year MBAs at Darden (along with and several executive education courses). His research focuses on customer relationship management, marketing metrics, and marketing analytics. A prolific researcher, his work has appeared in outlets like the Harvard Business Review and the Journal of Marketing Research.
Description: Decisions are driven by data. These days, the best models yield the best result. In this course, according to Venkatesan, students will gain “the tools to measure brand and customer assets, perform regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns.” Over five weeks, the course will cover resource allocation, metrics for measuring brand assets, customer lifetime value, and regression basics. It will also feature marketing cases for companies like Snapple, IBM and Netflix to show how marketing analytics were used to develop campaigns and the results they produced.
Review: “This course is really very in depth and is a good mix of solid theory and real world application. I think it’s a must for anyone in advertising, sales or marketing.” For additional reviews, click here.