Course Description for Marketing Analytics for Managers
Marketing Analytics for Managers
Prerequisite: ECO 6415 and MAR 6805
Description: This overview course explores the broad topic of analytics by focusing on the aspects important to marketing managers in firms seeking to better discover data patterns and incorporate them into decisions. Through hands-on projects and interactive classes, students will learn the foundations of marketing analytics, including preparing and managing marketing data, exploring and analyzing marketing data with appropriate statistical tests, and communicating results to executives using effective language and visualizations. This course is less about building models (e.g. optimization or predictive models) and more about practical analysis and communication of results. Those successfully completing the course should feel comfortable approaching marketing data to discover meaningful patterns and communicate clear, understandable results that will facilitate decision making in all areas of marketing.