Marketing Analytics

Catalog description

With the increased use of big data creating a paradigm shift in how marketers make decisions, the need to be able to extract meaningful information from this voluminous amount of data to make smarter decisions is becoming more important than ever. The course will provide students with the tools to develop a systematic, analytical approach to marketing decision making. The course aims at preparing students to (1)understand the value of competitive advantages leveraged by analytics; (2) understand the existence, advantages and limitations of different analytical approaches; and (3) to apply, interpret the input, and communicate the output from these tools and models, and apply them to help make fact-based decisions. The course takes on a hands-on experiential approach with real-world databases to facilitate the comprehension of the different analytical approaches discussed in class.