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MARK 612

Marketing Analytics

3 units

Fall 2026

Topics

  • Course introduction Topic 1. What is Marketing? • Marketing; 4Ps; Personal value equation
  • Paper
  • University closed in honor of the National Day for Truth and Reconciliation
  • Project workshop
  • Project work session
  • Presentation part 1
  • Presentation part 2

Readings

  • Salganik, M. J. (2019). Bit by Bit: Social Research in the Digital Age. Princeton University Press
    recommended
  • Principles of Marketing Version 5.0 by Jeff Tanner and Mary Anne Raymond
    recommended
Fall 2023

Topics

  • Focus Groups
  • Questionnaire Design
  • Observational Research
  • Marketing Experiments, A/B Tests, and Test Markets
  • Assessed different data collection methods such as surveys, focus groups, observations, and marketing experiments
  • Designed a questionnaire
  • Calculated, applied and interpreted metrics to improve marketing decisions

Readings

  • Hair, J.F., Harrison, D., & H. Ajjan (2022), Essentials of Marketing Analytics, 1st Edition. NY: McGraw Hill
    recommended
  • Palmatier, R.W., Petersen, J.A., & F. Germann (2022), Marketing Analytics Based on First Principles, 1st edition, NY: Bloomsbury
    recommended
  • Bendle, N.T., Farris, P.W., Pfeifer, P.E., & D.J. Reibstein (2016), Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 3 rd edition, NJ: Pearson
    recommended
  • McDaniel, C., Gates, R., Sivamakrishnan, S. & K. Main (2013), Marketing Research Essentials, 2nd edition, NJ: Wiley
    recommended
Sources