Marketing Analytics

Catalog description

Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but the challenge is analyzing this data to produce actionable insights to guide marketing decisions. In this course, students learn analytical techniques to take advantage of Big Data. While students employ quantitative methods, the focus of the course is not statistics; rather, students receive an accessible overview of the most widely-used analytical techniques and tools to see how they drive better marketing decisions. Prerequisite: MKTG 347 Principles of Marketing.