Marketing Analytics

Catalog description

This is an introductory course to data analytics with a focus on marketing problems. Using a data analysis software (SPSS), students learn how to prepare data for analysis, conduct initial analysis, and interpret and present the results to different audiences to inform marketing strategies. The course also includes topics on digital analytics, how to present data convincingly, the ethics of using big data in business, and the future of data-driven decision making. Besides lectures, students engage in hands-on exercises (including analysis of real company data), guest lectures, TED talks, and case studies. Prerequisite(s): declared School of Business majors. B MKT 310.