Marketing Analytics: AI, Data, and Models. 3 credits

Catalog description

This course examines how firms can use data, analytics, and structured frameworks to address core marketing strategy challenges in an increasingly complex, yet data rich, environment. As analytical tools, research techniques, and artificial intelligence applications proliferate, marketing professionals must not only understand how these tools function but also when and why to apply them. Grounded in the First Principles of marketing strategy—customers differ, customers change, competitors react, and resources are limited—the course develops a disciplined approach to drawing meaningful inferences from data. Students learn to measure customer preferences, segment markets, evaluate target segments, design marketing mix strategies, and allocate limited resources to maximize performance.Offered by Marketing. Limited to two attempts.