Marketing Analytics

Catalog description

The course objectives are to demonstrate to students the benefits of using systematic and analytical approaches to marketing decision-making, and to build their skills and confidence in undertaking such analyses and decision-making in a modern enterprise. The analytical approaches covered in the course will enable students to identify alternative marketing options and actions that enhance business performance, predict the expected market and consumer reactions associated with potential marketing actions undertaken by a business, calibrate the opportunity costs associated with each action, and choose one or more actions that have the highest likelihood of achieving established business goals. The course will help students to develop skills that will enable them to propose and justify marketing expenditures using a Return on Investment (ROI) logic that businesses are increasingly asking of their executives. This course builds on the basic business analytics concepts and methods that business students are expected to have. The topics covered include a range of analytical concepts and tools associated with various aspects of marketing, including segmentation, targeting, positioning, product design, short-term and long-term forecasting, marketing resource allocation, search engine advertising planning, social influence measurement, A/B testing, and attribution analysis.