This course is designed to provide a basic understanding of the nature and scope of marketing analytics problems, the frameworks and methods used to address those problems, and effective ways to communicate data insights to key stakeholders. Marketing in the digital era is a data-driven field. The rise of available data—including web, social, mobile and the Internet of Things—along with the prevalence of marketing analytics tools, makes analysis a critical activity for management, including Entrepreneurship, Strategy and IT, and Marketing itself.
The lectures and assignments look at a broad range of marketing problems such as pricing decisions, customer target decisions, marketing mix and budgets. Throughout the course, students will learn to use data to support strategic and tactical decisions related to customer acquisition, engagement, and retention.
This course will help students to employ and critically evaluate market research. It will also add to their strategic repertoire of analytical tools and enable them to make high-value business decisions. The course is designed to deal with questions of marketing analytics and marketing intelligence at a managerial level, and will focus on rigorous analysis rather than statistical calculation.
Students are encouraged to build upon their existing statistical and analytic skills, and are advised to review the basic fundamentals in preparation for the course. Students will be required to calculate basic descriptive statistics in Excel or interpret outputs from a related package such as R, but this will not be a hands-on course in statistical package usage. However, complex statistical tools will be demonstrated and discussed.
All class sessions are interactive, requiring active participation in class discussions.
Instructor – Monique Sherrett
Course Outline – Class of 2018 (Updated October 6, 2017)
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