UVA Darden School Introduces New MOOC on Marketing Analytics

The University of Virginia Darden School of Business announces a new massive open online course (MOOC), called “Marketing Analytics.” The course complements the School’s portfolio of free online courses available on the Coursera platform.

The new MOOC, taught by Darden Professor Raj Venkatesan, will be available on-demand starting 9 November. The on-demand service allows users to take a course at their pace and convenience. Registration is now open and available to anyone in the world with an Internet connection. Participants who choose the certificate option and successfully complete the course requirements can earn a Course Certificate from the University of Virginia and Coursera.

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

• Marketing Resource Allocation

• Metrics for Measuring Brand Assets

• Customer Lifetime Value

• Regression Basics

• Marketing Experiments

Two of Darden’s previous session-based MOOCs are also now available on Coursera’s new on-demand platform, they include:

• Design Thinking for Innovation

  with Darden Professor

  Jeanne Liedtka

• Fundamentals of Project Planning and Management

  with Darden Professor

  Yael Grushka-Cockayne

“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, deepens knowledge on a topic and can often be the beginning of further education.”