Seminar in Marketing Analytics. 3 credits, 3 contact hours

Catalog description

Requires a background in graduate level business and computer programming, or permission of the Ph.D. in Business Data Science program director. This is a seminar course designed to introduce PhD students to the most relevant literature in Marketing Analytics. The series of seminars covers a wide variety of quantitative metrics and models to improve marketing decision making in both offline and online settings. Through discussions of the existing literature, the course will challenge students to review the advanced topics in the literature at the cross section of marketing (including but not limited to marketing science, consumer behaviors on social networks, digital marketing and data science) to foster critical thinking among doctoral students, and to explore new avenues for research in Marketing Analytics.