MKTG 581 - Applications of Marketing Analytics

Credits: 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 program (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:

• Choose correct quantitative analysis methodologies
• Learn data analysis software programs (Stata and R)
• Make strategic decisions based on data analysis and communicate marketing strategies