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Dec 07, 2025
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MKTG 851 - Marketing AnalyticsCredits: 3
Marketing analytics focuses on applications of quantitative analysis to understand dynamic marketing phenomena. This course is a mixture of lectures on essential marketing concepts/econometrics/text mining, instructions on software programs (Stata and R), and discussions of marketing cases to facilitate students’ critical thinking and decision making leveraged by analytical ability. To facilitate learning statistical software programs, students will practice hands-on projects in the computer lab. Learning outcomes are that students will be able to do the following:
● Identify business issues and obtain relevant secondary data to address those business issues.
● Choose correct quantitative analysis methodologies.
● Learn data analysis software programs (Stata and R).
● Make strategic decisions based on data analysis and communicate marketing strategies.
Requisites:
Prerequisite: STAT 350 or equivalent
Typically Offered
Fall or Spring
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