Marketing Analytics

3 Credits

With principles of marketing as its underpinning, this course provides an overview of both theories and practice of marketing analytics. Topics and skill sets include customer data, machine learning, artificial intelligence, search engine marketing, digital metrics, dataset queries, statistical programming, text analysis, and data visualization. Through class discussions and hands-on exercises, students will gain a basic understanding and working knowledge of analytics, allowing them to make strategic decisions and derive customer insights to support businesses in today’s data-driven world.