Marketing Science

Catalog description

In this course you will explore the emerging role of data, machine learning, and artificial intelligence on the modern marketing manager. The emerging fourth industrial revolution (4IR) is expanding greatly as a result of platform technologies. As such, the marketing manager needs to become more scientific from a data science perspective, when evaluating and implementing strategic planning and tactical execution imperatives, in the ever changing global marketplaces. This course will include the analysis of the interaction of technical, business, and human aspects of the trend toward personalized marketing driven by biometric focused artificial intelligence. In addition, the cultural, diversity, ethical, and legal responsibilities of emerging marketing managers will be examined.