Marketing Analytics

Catalog description

The course emphasizes the application of analytics across key marketing domains, including market segmentation, targeting, positioning, pricing, and customer lifetime value analysis. A significant focus is placed on digital marketing analytics, covering areas such as search engine marketing (SEM), display advertising, and web analytics tools. Students will engage in case studies, team presentations, and in-class exercises to apply methods such as choice models and conjoint analysis. Guest speakers from industry, alongside hands-on learning with tools, will equip students to evaluate marketing performance, optimize customer journeys, and develop data-driven strategies for personalized engagement at scale. Graded on A-F basis only. Credit Hour s : 3 Prerequisites: MRKTNG 8635 . May be restricted to MBA students during early registration