Digital Marketing Analytics

Catalog description

Demand for advanced marketing professionals is rapidly increasing due to (1) the explosion of consumer data created by the digitization of commerce and (2) methodological advances in data science and engineering supported by decreased data storage and processing cost. This course introduces students to a comprehensive set of models that marketing analytics professionals – data scientists, managers, and executives – will encounter in applied business contexts. Additionally, this course will cover related topics on successfully integrating marketing analytics into broader organizational functions: data acquisition and analysis environments, stakeholder scoping and communication, and product technical integration. Prerequisite: Statistics for Business and Economics ( BUSF-SHU 101 ), and Introduction to Marketing ( MKTG-SHU 1 ) Fulfillment: BUSF Non-Finance Elective; BUSM Marketing elective; IMB Business Elective.