Course Objective
This course aims to impart participants with basic skills needed to analyze data for making better marketing decisions. We will start with an overview of marketing problems frequently faced by Asian managers, and then discuss the kinds of data currently available to solve those problems. We then will discuss data analysis methodologies for some (but not all) of the following marketing problems: customer segmentation, customer value measurement, demand forecasting, market entry, pricing and advertising effectiveness. We will discuss both traditional forms of data (such as survey data, retail store data) and big data (such as textual data, search engine data). The course will attempt to illustrate problems from both digital and offline marketing domains, and from both business-to-business and business-to-consumer settings. After taking this course, participants will be more confident in using data to develop rigorous solutions to commonly faced marketing problems.
Targeted Job Roles
This course will benefit all individuals who are required to make marketing decisions, and have access to data. These include, but are not limited to, marketing managers, advertising professionals, consumer banking professionals, entrepreneurs, consultants, retailing professionals, students of business, analytics professionals, and managers in non-marketing functions who wish to grow into marketing roles.
Prerequisites
This course assumes a basic level of comfort with Microsoft Excel. Participants should be able to import data, sort it, and perform simple functions such as addition, multiplication, division, and creating tables. Participants will be required to bring laptops to class, and to analyze data in class using Excel. All analysis in this course will be done using Excel.
Non NUS alumni may apply too.
| International Participants | Singapore Citizens 39 years old or younger |
Singapore Citizens 40 years old or older |
Singapore Citizens Eligible for WTS |
Singapore PRs | Enhanced Training Support for SMEs | |
|---|---|---|---|---|---|---|
| Full Course Fee | $1,000.00 | $1,000.00 | $1,000.00 | $1,000.00 | $1,000.00 | $1,000.00 |
| Less: SSG Grant Amount | $0.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 |
| Nett Course Fee | $1,000.00 | $300.00 | $300.00 | $300.00 | $300.00 | $300.00 |
| 7% GST on Nett Course Fee |
$70.00 | $21.00 | $21.00 | $21.00 | $21.00 | $21.00 |
| Total Nett Course Fee Payable, Including GST |
$1,070.00 | $321.00 | $321.00 | $321.00 | $321.00 | $321.00 |
| Less Additional Funding if Eligible Under Various Schemes |
$0.00 | $0.00 | $200.00 | $250.00 | $0.00 | $200.00 |
| Total Nett Course Fee Payable, Including GST, after additional funding from the various funding schemes |
$1,070.00 | $321.00 | $121.00 | $71.00 | $321.00 | $121.00 |