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Forecasting Models for Marketing Decisions
  • Level Professional
  • Duration 12 hours
  • Course by Emory University
  • Offered by

About

How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. In Developing Forecasting Tools with Excel, learners will develop an understanding of the basic components of a forecasting model, how to build their own forecasting models, and how to evaluate the performance of forecasting models. All of this is done using Microsoft Excel, ensuring that learners can take their skills and apply them to their own business problems.

Modules

Lectures: Part1

    • 1 Videos
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1 Videos

  • Approaches to Forecasting

Part 1 Assignments

    • 1 Readings
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1 Readings

  • Simple Forecasting Model Assignment

Lectures: Part 2

    • 3 Videos
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3 Videos

  • Regression - Based Modeling
  • Examining the Residuals
  • Assessing Forecasting Performance

Readings

    • 2 Readings
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2 Readings

  • A Predictive Analytics Primer
  • Nowcasting: A Model for the Future of Marketing

Assessment

    • 1 Assignment
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1 Assignment

  • Module 1

Lectures

    • 4 Videos
    • 1 Readings
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4 Videos

  • How to Use Customer Centric Analytics
  • Business Decisions Drive Customer Choices
  • Illustrating Customer Acquisition in Excel
  • Timing Models in Marketing

1 Readings

  • Read This First

Readings

    • 2 Readings
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2 Readings

  • Leveraging Customer Analytics: The Insurance Industry
  • Companies still struggle to unlock customer data analytics insight

Excel Retention Assignment

    • 1 Videos
    • 1 Readings
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1 Videos

  • Model for Retention Excel Demonstration

1 Readings

  • Retention Exercise Instructions

Kiwi Bubbles Assignment

    • 1 Videos
    • 1 Readings
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1 Videos

  • Kiwi Bubbles Exercise Excel Demonstration

1 Readings

  • Kiwi Bubbles Instructions

Assessment

    • 1 Assignment
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1 Assignment

  • Module 2

Lectures

    • 4 Videos
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4 Videos

  • Managing Customer Equity
  • Acquisition, Retention, & Market Value
  • Customer Valuation
  • Marketing to New & Current Customers

Readings

    • 2 Readings
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2 Readings

  • What You Should Know About Customer Success Technology
  • Online Communities Foster Customer Loyalty

Discussion

    • 1 Discussion
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1 Discussions

  • Social Networking and Customer Valuation

Introduction

    • 1 Readings
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1 Readings

  • Marketing Mix Modeling

Conducting Exploratory Analysis

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Conducting Exploratory Analysis Quiz

1 Discussions

  • Discussion Question

1 Readings

  • Instructions for Exercise

Building a Marketing Mix Model

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Building a Marketing Mix Model Quiz

1 Readings

  • Instructions for Exercise

Testing a Marketing Mix Model

    • 1 Readings
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1 Readings

  • Instructions for Exercise

Peer Assessment

    • 1 PeerReview
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1 Peer Review

  • Marketing Mix Model Peer Assessment

Auto Summary

Discover how to predict customer behavior and demand with "Forecasting Models for Marketing Decisions" by Coursera. This professional-level course, tailored for the Sales & Marketing domain, equips learners with the skills to develop and evaluate forecasting models using Microsoft Excel. Ideal for professionals, the course spans 720 minutes and offers both Starter and Professional subscription options. Gain practical insights to shape future marketing strategies effectively.

David Schweidel
Instructor

David Schweidel