MRKT 467 Marketing Analytics

This course introduces students to the role of data in marketing and decision-making processes. Businesses, governments, and individuals generate vast amounts of data as a byproduct of their activities. Increasingly, decision-makers and systems rely on intelligent technology to systematically analyze this data, ultimately enhancing decision-making. In many cases, automating analytical and decision-making processes becomes essential due to the volume of data and the rapid pace at which new data are generated.

Throughout the course, students will learn how to utilize data analysis technologies to improve marketing decision-making. The fundamental principles and techniques of data analytics are emphasized. Real-world examples and cases are explored to put data analytics techniques in context, develop data-analytic thinking, and illustrate that proper application is as much an art as a science.

Credits

3