Marketing Analytics

Catalog description

Marketing analytics is the practice of leveraging data to drive marketing decision-making and strategy. This course introduces students to essential analytical techniques used to collect, analyze, visualize, and interpret marketing data including the ethical challenges with AI, machine learning and big data. Through a combination of theoretical concepts, hands-on exercises, and simulations, students will develop skills in data-driven marketing, optimization, and predictive modeling. By the end of the course, students will have gained hands-on experience with marketing data technologies and developed the ability to make data-driven marketing decisions.