Course Description for Introduction to Marketing Analytics
Introduction to Marketing Analytics
Prerequisite: MAR 3023 and STA 2023
Description: Analytics is defined as finding meaningful patterns in data. This overview course explores the very broad topic of analytics by focusing on the aspects most important to marketing managers in firms seeking to better discover data patterns and incorporate them into decisions. Students will learn the foundations of analytics, including preparing and managing modest-sized data sets, exploring and analyzing data with appropriate statistical tests, and communicating results to managers using effective language and visualizations. This course focuses on practical analysis and communication of results to managers to use in the decision-making process. 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.