MKT 4260 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.
Course Types
Marketing Elective
Offered
Fall, Spring
Course Outcomes
- Upon completion of the course, students should be able to:
• Demonstrate an understanding of the processes and techniques of marketing data collection, analysis, and visualization.
• Explain the terminology and tools of marketing analytics.
• Apply the practical tools and techniques of marketing analytics.
• Understand the roles of data technologies, data management systems, and data visualization in marketing.
• Study and practice programming tools and structured query language.
• Engage in social listening and content analysis.
• Understand artificial intelligence, machine learning, and deep learning.
• Run field experiments in digital environments, including A/B testing.