Data-Driven Marketing® with Adobe

Course Objectives

In the modern digital world, data analysis has become crucial to marketing activities. This course aims to equip business students with the skills to harness data to improve their marketing results.

In this course, students will be introduced to the concept of data-driven marketing. Students will learn the essence of data analysis and gain practical experience in analyzing real website data using Adobe Analytics software. Based on the analysis, they will learn to develop an action plan to improve a real marketing campaign.

This course is intended for students who want to obtain practical skills in data-driven marketing. Students are not required to have prior experience in marketing or data-analysis. Students who have some marketing experience would also benefit from this course.

Data-Driven Marketing® is a registered trademark of IMJ.

Course Details

Programs: Full-time MBA, Part-time MBA, Pre-MBA, Open-enrollment
Discipline: Special Course
Course Level: Specialized Course
Special Features: Group Work
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 6
Hours Per Class: 3 hours
Class Capacity: 25

*Due to the characteristics of the course, application of the substitute class and leave of absence system is not available.

Theme/Reading Materials

Day 1
Session A
THEME Introduction to Data-Driven Marketing
CASE N/A
Session B
THEME Fundamentals of Consumer Behavior
CASE N/A
 
Day 2
Session A
THEME Fundamentals of Website Analysis
CASE N/A
Session B
THEME Hypothesis Development
CASE N/A
 
Day 3
Session A
THEME Fundamentals of Quantitative Data Analysis
CASE N/A
Session B
THEME Analyzing Data
CASE Using real website data and Adobe Analytics
 
Day 4
Session A
THEME Creating an Action Plan
CASE Using real website data and Adobe Analytics
Session B
THEME Creating an Action Plan
CASE Using real website data and Adobe Analytics
 
Day 5
Session A
THEME Intermediate Check on Action Plan
CASE Using real website data and Adobe Analytics
Session B
THEME Understanding Consumer Experience
CASE Using real website data and Adobe Analytics
 
Day 6
Session A
THEME Sharing Final Results 
CASE Using real website data and Adobe Analytics
Session B
THEME Summary and Conclusion
CASE N/A

If you wish to start from Pre-MBA,

Tuition Fee: 151,000 yen
Please find more about the Pre-MBA Program.

Course Schedule

Faculty

Ryoko Takei
Ryoko Takei
Marketing and Strategy
I personally believe marketing is fun as it is basically related to organizational growth -- the positive side of organizations. However, it is a professional process. When you conduct it, you need to know many theories and logical concepts and be accustomed to harmonizing these with the real world. Is it art or science? This is a common question in the marketing world. As a person who also has a pure art profession, my belief is that any profession has both aspects. I think marketing is 80 per cent science with a 20-per cent sense of art, and I need 20 per cent of science for my artistic profession. What do you think? I would love to hear your thoughts in my class.