CAS Analytical Marketing – 2018

Objectives

• Meet the demand for quantitatively trained marketers
• Provide participants with the necessary analytical skills needed in light of the rapid transformation that marketing has undergone towards a more data- and fact-based approach
• Participants will learn pricing techniques and how to optimize the return on marketing investment​

Audience

Executive with a minimum of 3 years work experience, wishing to broaden and deepen his/her education and skills with state of the art topics, tools, techniques and approaches or who is considering a career change and who would like to work in the marketing field

Learning outcomes

  • Gain a solid understanding of quantitative marketing
  • Explore digital and online marketing trends and techniques
  • Develop relevant analytical skills
  • Master techniques in pricing and return on marketing investment to help making better decisions
  • Optimize branding decisions and communication tools

Programme

5 modules:

  • Managing Consumer Insights
  • Return on Marketing Investment
  • Advanced Pricing
  • 2 additional elective courses (from the list of modules of the DAS in Strategic Marketing)

Director(s)

Prof. Marcel PAULSSEN, Geneva School of Economics and Management (GSEM), University of Geneva

Coordinator(s)

Marie Claire PEYTRIGNET, University of Geneva

Duration

September 2018 - June 2019
30 ECTS credits
120 Teaching hours

Language

English

Format

On-site

Informations

GSEM Executive
+41 (0)22 379 88 29
marketing(at)unige.ch

Location

University of Geneva

Registration

Registration deadline

15 July 2018
Modules can be followed individually

Fees

CHF 6900.-

In recent years marketing has undergone a rapid transformation towards a more data- and fact-based approach but many marketing executives and managers lack the necessary analytical skills. Today companies track their customers’ preferences, keep data on their likes, check-ins and other shared content on social networking services. This data yields important insights into how consumers interact with companies and each other, allowing businesses to make smarter and more calculated decisions and to better cater to individual consumers.
The Certificate of Advanced Studies in Analytical Marketing is one of the few executive programs that meet companies’ demand for quantitatively trained marketers. Participants will be equipped with solid knowledge about the latest analytical tools and techniques as well as best industry practices to make better marketing decisions and accelerate their careers in the marketing field.

Admission criteria

A recognized university degree or equivalent and at least 3 years of professional experience. Proficiency in English is required.

Number of participants

Limited seats

Detailed fees

CHF 1'700.- / single module

Schedule

Courses are held either over 2 weekends (Fridays: 2:15pm-9pm and Saturdays: 8:15am-1pm) or over 3 consecutive days (Thursday, Friday, Saturday: 9:15am-5pm)