MGMT 398 - Marketing Analytics

With the growth of customer data through online resources, marketing analytics plays a vital role in the business decision making process by informing organizations about their customers, non-customers, and competitors. This course will introduce students to state-of-the-art marketing analytics using a number of different types of methodology including data visualization, trends analysis, and predictive modeling. Students will develop an understanding of the data available to marketers, its uses and limitations, and be exposed to methods for measuring performance of marketing efforts. Students will get hands on experience analyzing data and using the results to assess marketing performance and make recommendations on future marketing efforts.

Prerequisites
MGMT 350 and MGMT 141 or MATH 141 or PSY 141 or SOC 141

Credits 1