Marketing Analytics

Catalog description

This course will provide an overview of Marketing Analytics. There will be a discussion of the importance of analytics in business and its evolving role in the context of data deluge phenomenon in the contemporary business world. We will study critical concepts including artificial intelligence, the state-of-the-art data analytic techniques and experimental design. Students will develop skills including extracting data from the web, accessing data using queries, and data analysis. We will explore analytical tools that are applicable to areas of segmentation, targeting and positioning and marketing mix models. The course proceeds through a combination of lectures and problem assignments, which involves a statistical software package of the student's choice. A major part of the course is a group project, where students are expected to put some of their acquired knowledge to practical use.