Gain a technical analytics toolkit to deliver invaluable customer insights
6 weeks,
excluding orientation
7–10 hours per week,
self-paced learning online
Weekly modules,
flexible learning
1
An understanding of how to apply state-of-the-art analytical models, techniques, and frameworks to real-world marketing problems and inform managerial decision-making.
2
The ability to effectively visualise data, predict customer behaviour, use scraped website data, translate this data into understanding customer sentiment, and segment customers based on similarities in order to inform targeted marketing.
3
Exposure to Python and data storytelling techniques.
4
The opportunity to network with and learn from like-minded global professionals.
This Marketing Analytics for Consumer Insights online certificate course is certified by the United Kingdom CPD Certification Service, and may be applicable to individuals who are members of, or are associated with, UK-based professional bodies. The course has an estimated 60 hours of learning.
Note: should you wish to claim CPD activity, the onus is on you. The London School of Economics and Political Science (LSE) and GetSmarter accept no responsibility, and cannot be held responsible, for the claiming or validation of hours or points.
Over the duration of this online short course, you’ll work through the following modules:
Module 1 Data visualisation: Storytelling through data
Extract insights about your customers through effective data visualisations and translate these insights into data-driven stories.
Module 2 Regression analysis: Understanding the drivers of customer behaviour
Apply regression analysis to identify and predict the major drivers of customer behaviour.
Module 3 Data scraping: Listening to the voice of the customer
Gather online customer data as a precursor to better understanding customer sentiment.
Module 4 Sentiment analysis: Translating the voice of the customer for decision-making
Explore how insights generated through customer sentiment analysis can inform marketing decision-making.
Module 5 Customer segmentation: Discovering similarities
Learn how grouping customers based on shared characteristics can inform strategic decision-making.
Module 6 Perceptual maps: Visualising your competitive advantage
Explore how to visualise the competitive advantage of a brand, product, or service by mapping customer perceptions of a brand in relation to competitors.
Please note that module titles and their contents are subject to change during course development.
Professor Om Narasimhan
Professor of Marketing, Department of Management, LSE
Om focuses his research on entrepreneurship in emerging markets, innovation, pricing strategy, and channels of distribution. He earned his PhD in marketing at the University of Southern California and was the Board of Overseers chaired professor of marketing at the Carlson School of Management, University of Minnesota, prior to joining LSE in 2012. He has published articles in leading journals such as Marketing Science, Journal of Marketing Research, and Journal of Marketing; won SIG Best Paper awards from the American Marketing Association twice; and been named a finalist for the John D Little award for the best paper in Marketing Science. Om has been named a Marketing Science Institute Young Scholar. He has also won the Outstanding Researcher of the Year Award and been named the Best Elective MBA Professor of the Year, both at the Carlson School of Management. He has taught courses on entrepreneurship, innovation, pricing, and marketing strategy to executives from companies such as 3M, Target, Hormel Foods, Blue Cross/Blue Shield, and Samsung. He currently teaches on the master’s in management and the Global Executive Master’s in Management programmes at LSE.
Professor Amitav Chakravarti
Professor of Marketing, Department of Management, LSE
Prior to his appointment at LSE, Amitav was an associate professor at the Stern School of Business, New York University. He has also served on the faculties of MIT Sloan School of Management, Johnson School of Management, Cornell University, and University of California, Riverside. He received a BA in economics from the University of Bombay, an MBA from the Indian Institute of Foreign Trade (New Delhi), and a PhD from the University of Florida. Prior to his PhD, he worked with IMRB (Indian Market Research Bureau) in India.
He was recently named among the “Top 10” best-rated instructors at the Department of Management, LSE. He has taught a wide variety of courses in marketing, management, and psychology to undergraduate and graduate students (masters, MBA, and PhD), and to executive education participants from organisations like Accenture, Barclays, BBC, Campari, Dell, Deutsche Bank, Ernst & Young, GlaxoSmithKline, Google, Harrods, IBM, Johnson & Johnson, LinkedIn, L'Oréal, McDonald's, US Department of Commerce, Pearson, Ferragamo, Schlumberger, and UNICEF. He recently co-authored a book on consumer insights (with Manoj Thomas, Cornell University) titled Why People (Don’t) Buy: The GO and STOP Signals.
This LSE online certificate course is delivered in collaboration with online education provider GetSmarter, part of edX. Join a growing community of global professionals and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from a world-leading social science university, entirely online and in your own time.
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.