Marketing Analytics

MRKTING 4900: ANALYZING AND COMMUNICATING BUSINESS DATA

This course focuses on the analysis of marketing and other business data with basic statistical techniques. Students will learn when and how to use statistical techniques to solve marketing and other business problems and how to effectively communicate the results of statistical tests to managers. The course covers univariate procedures and regression.

• 3 Credit Hours
• Pre-requisite: ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050), MRKTNG 3000, and STAT 2500(or STAT 2200 and one of the following: STAT 1200, STAT 1300 or STAT 1400).
  • May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan.
• Course offered in the Fall and Spring semesters

MRKTING 4910: DATA ANALYTICS AND MACHINE LEARNING FOR BUSINESS

Introduction and overview of Artificial Intelligence and Machine Learning applications in the domain of marketing and other business areas. Students will work with analytical tools and models, learn to derive actionable insight from using these tools, and gain knowledge of contemporary issues involving collecting, analyzing, and sharing data.

• 3 Credit Hours
• Pre-requisite: MRKTNG 4900, ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050), MRKTNG 3000, and STAT 2500 (or STAT 2200 and one of the following: STAT 1200, STAT 1300 or STAT 1400).
  • May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan.
• Course offered in the Spring semester only (Starting Fall 2023/Spring 2024 academic year)

MRKTING 4920: DATA VISUALIZATION

An introduction to data visualization. Students will learn the principles of effective visual representation of data and how to effectively prepare data visualizations using the Tableau platform.

• 1 Credit Hour
• Pre-requisite: ACCTCY 2258 or INFOTC 1040 or CMP_SC 1050.
  • May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan.
• Course offered in the Fall and Spring semesters

MRKTING 4930: DATABASES FOR MARKETING DECISIONS

This is an applied course on marketing databases. The course helps students harness database management techniques to solve complex problems in the domain of marketing. In addition to learning the principles of relational database management systems (DBMS), students will learn how to apply database management skills (combined with other statistical packages) to make data-driven decisions that address important marketing problems. Specifically, they will learn how to do market segmentation analysis, cluster analysis, market share analysis, customer relationship management, brand and store positioning, and market and product sales forecasting.

• 3 Credit Hours
• Pre-requisite: ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050), MRKTNG 3000, and STAT 2500(or STAT 2200 and one of the following: STAT 1200, STAT 1300 or STAT 1400).
  • May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan.
• MANGMT 4610 may be substituted for MRKTNG 4930.
• Course offered in the Fall semester only

MRKTING 4950: DATA-BASED DECISION-MAKING IN MARKETING

A systematic, analytical approach to marketing decision-making. Students will build their analytical skills through a combination of lectures, cloud-based software tools, and business case studies. Emphasis is on a hands-on approach to solve real-world marketing problems in domains such as segmentation, targeting, positioning, pricing, and resource allocation. Students will be able to assess the financial impact of marketing expenditures, including bottom-line metrics, and will draw on data visualization basics to effectively present their analysis to their peers.

• 3 Credit Hours
• Pre-requisite: MRKTNG 4900, ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050), MRKTNG 3000, and STAT 2500 (or STAT 2200 and one of the following: STAT 1200, STAT 1300 or STAT 1400).
  • May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan.
• Course offered in the Spring semester only