MKT 472 MARKETING ANALYTICS

The new age of marketing requires a theoretical and empirical understanding of data. Marketing Analytics helps marketers to make data-driven decisions. Students will learn the benefits of taking an analytics-based approach to decision making and how marketing analytics is practiced in organizations. The class will offer the theoretical understanding of data technologies including marketing data collection, analysis, and visualization. A variety of relevant topics will be discussed including data management, social listening and sentiment analysis, cluster analysis, experiments and A/B testing in the digital environments, artificial intelligence and machine learning and data visualization. The class will give students the right tools to stay relevant. At the end of the course, students will be equipped with the knowledge to adapt to the many changes in marketing and the skills to perform vital daily function. The course will use a combination of cases, lectures, and hands-on projects. Counts as a Marketing Major elective in the Marketing Major and Professional Sales Minor. Prerequisite: MKT 311