Certified Marketing and Sales Analytics Professional

Course details

Analytics, a business process includes data collection, processing, analysis and interpretation for better decision making and gaining insights. Globalization and increased competition across the world, has made optimizing business processes and informed business decisions making, more relevant. Analytics is the tool to effectively compete as it provides, insights and informed decision making.

Marketing analytics is differentiating factor for the effectiveness of marketing processes and factors affecting it. Sales analytics helps in understanding the effectiveness of sales processes and factors affecting its performance.

The course covers

• Basics of Analytics and statistics 
• Using MS-Excel for analytics
• Marketing Management
• Marketing Research
• Promotion Analytics
• Customer Analytics
• Digital Marketing Analytics
• Sales Management
• Customer Loyalty
• Sales Forecasting

Why should I take this Certification?
This Course is intended for marketing professionals, managers, consultants and graduates wanting to excel in marketing analytics. It is also well suited for those who are already working and would like to take certification for further career progression.

Earning Vskills Certified Marketing and Sales Analytics Professional Certification can help candidate differentiate in today's competitive job market, broaden their employment opportunities by displaying their advanced skills, and result in higher earning potential.

How will benefit from taking this Certification?
Job seekers looking to find employment in marketing, sales, customer engagement or marketing research compliance departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification.
 
 
Benefits of Certification

• Government certification
• Certification valid for life
• Lifelong e-learning access
• Learning Hours: 19+ hrs

 
How It Works

1. Select Certification & Register
2. Receive Online e-Learning Access (LMS)
3. Take exam online anywhere, anytime
4. Get certified & Increase Employability

Test Details

• Duration: 60 minutes
• No. of questions: 50
• Maximum marks: 50, Passing marks: 25 (50%).
• There is NO negative marking in this module.
• Online exam.

 
TABLE OF CONTENT

Analytics Introduction

• Evolution and Scope
• Data Management and Types
• Decision Models
• Problem Solving and Decision Making

Using Spreadsheets for Analytics

• Excel Formulas
• Excel Functions
• Spreadsheet Add-Ins
• What is Spreadsheet Modeling

Visualizing Data in Spreadsheets

• Excel Data Visualization Tools
• Data Queries in Excel
• Data Summarization in Excel
• PivotTables and Pivot Charts

Descriptive Statistical Measures

• Statistical Notation
• Measures of Location
• Measures of Dispersion
• Measures of Shape
• Measures of Association
• Frequency Distributions
• Excel Descriptive Statistics Tools

Probability Distributions

• Probability Basics
• Discrete Probability Distributions
• Continuous Probability Distributions
• Distribution Fitting

Marketing Management

• Defining Marketing for the 21st Century
• Core Concepts in Marketing
• Marketing Environment
• Company Orientation towards Market Place
• The Holistic Marketing Concept

Marketing Research Process

• The Research Process
• Formulating the Research Problem
• Choice of Research Design
• Determining Sampling Design and Sampling Size
• Preparing the Research Report
• Evaluation and Control of Marketing Research

Sampling and Hypothesis

• Statistics Basics
• Data Basics
• Measurement Systems
• Some Basic Terms
• Types of Sample Designs
• Bases of stratification
• Characteristics of a Good Sample Design
• Determining the Sample Size

Data Processing and Analysis

• Data Preparation
• Data Validation
• Data Editing
• Coding
• Tabulation
• Data-Processing Methods

Forecasting Methods

• Forecasting Basics
• Moving average and Exponential methods
• Decomposition method
• ARIMA Model

Environmental Analysis

• PEST
• Anticipating Changes in the Law
• Economic Factors
• International Factors
• Social Factors
• Technological Factors
• Competitive Intelligence

Segment-Target-Position

• Segmentation
• Targeting
• Positioning
• Branding

Marketing Strategies

• Strategic Intent
• Ansoff’s Product/Market Matrix
• The Boston Matrix
• Bowman’s Strategy Clock
• Generic Strategies – Michael Porter ()
• The danger of Being ‘Stuck in the Middle’
• Marketing Control
• Internal Marketing
• The Balanced Scorecard
• Gap Analysis
• KPI

Test Marketing

• Test Marketing
• Other Forms of Experimentation
• Innovation

Pricing Policy

• Pricing Decisions
• Pricing Approaches
• Pricing and Market Share
• Pricing Strategies
• Price Adjustment Strategies

Digital Marketing

• Introduction
• E-Commerce
• Search Engine Optimization
• Social Media
• Behavioral Targeting
• Email Marketing
• Customer Relationship Management

Sales Management

• Objectives of Sales Management
• Sales Executives as Coordinator
• Coordinating with Advertising
• Co-ordination with Production
• Co-ordination with Human Resource
• The Four Sales Channels
• Sales Management in the 21st Century
• A Five-Step Remedy
• “Top Gun” Sales Managers

Theories of Selling

• “Right Set of Circumstances” Theory Of Selling
• “Buying Formula” Theory of Selling
• “Behavioral Equation” Theory

Prospecting, Objection Handling and Closing

• Prospecting
• Formulating Prospect Definitions
• Searching out Potential Accounts
• Sales Resistance
• Closing Sales

Sales Forecasting

• Market Potential
• Analyzing Market Potential
• Market Indexes
• Sales Potential
• Sales Forecasting Methods
• Qualitative Forecasting Methods
• Poll of Sales Force Opinion
• Survey of Customers’ Buying Plans
• Projection of Past Sales
• Moving Average Method
• Regression Analysis
• Econometric Model Building and Simulation

Advanced Sales Analytics

• Campaign Effectiveness Analysis
• Dealer wise and Region wise Analysis
• Customer Analytics (Acquisition, NPS, Lifetime Value, etc)
• Customer Engagement
• Promotion Analytics
• Sentimental analysis

Advanced Marketing Analytics

• Marketing Success Metrics
• Price Analytics
• Market Mix Modeling
• Digital Marketing Analytics (Web, social media, digital ad)
• Customer Engagement

Updated on 19 December, 2023