Marketing Analytics Capstone: Learning by Doing

Catalog description

Companies spend enormous amounts of money on data-gathering initiatives in order to increase profits. In order to go “from data to profit”, we must extract meaningful information from data and then translate the data-based insights into recommendations that are linked to business performance. This course uses marketing as an application area in which to practice these skills. In this course, you will: (1) Apply analytics knowledge to a complex “real world” case, with a focus on the synthesis of knowledge acquired across the curriculum; (2) Practice analytical thinking skills (analyzing and framing business problems and problem-solving techniques), including consideration of ethical issues; (3) Practice written and oral communication skills in a team environment, leveraging the experience you have developed in earlier years of the leadership Journey, and (4) Reflect on your own social and intellectual development over your time at Wharton and Penn. Overall, you will develop a data analytics mindset, learn new tools, and practice generating actionable insights from data.