MRKT6302 Marketing Analytics

Course Description

This course includes concepts of business and marketing analytics and practices the analytic methodologies to assist in making better business and marketing decisions with hands-on learning experiences.

Course Credits: 3

Prerequisites: Graduate standing.

Student Learning Outcomes

By the end of this course, you will be able to:

  • Demonstrate an understanding of the processes and techniques of marketing data collection, analysis, and visualization.
  • Compare and apply the logic of optimization and attribution in marketing analytics.
  • Explain the terminology and tools of marketing analytics.
  • Apply the practical tools and techniques of marketing analytics.
  • Summarize the roles of data technologies, data management systems, and data visualization in marketing.
  • Practice programming tools and structured query language.
  • Engage in social listening and content analysis.
  • Utilize artificial intelligence, machine learning, and deep learning.
  • Run field experiments in digital environments, including A/B testing.
  • Develop marketing mix models.