Marketing Models and Digital Analytics

Catalog description

Models & analytics suitable for digital marketing data are the focus of this course. The objective to develop analytical skills for making intelligent decisions about marketing investments that create value and build competitive advantage. In short, to build capabilities for marketing ai-analytics for insights. The course content and assignments are designed to (a) enable student learning by using real- world problems and data, (b) emphasize the Problem-Data-Analytics interdependence for effective problem solving, and (c) engage with thoughtful practitioners of digital data analytics to inform current practices and opportunities. Prereq or Coreq: MBAC 506 or BUAI/MSBA 407A. Prereq: BUAI/MSBA 433 or SCMG/MSOR 433 or OPRE433.