Marketing Analytics and Artificial Intelligence in the Digital Space

3 Credits

Data analytics and artificial intelligence (A.I.) have become an essential toolkit for marketers. This course introduces the fundamental concepts and computational techniques for analyzing marketing data. Topics include structured/unstructured data, visualization, social media listening, SEO/SEM, and machine learning (M.L.). Students explore the impact of A.I. on various aspects of consumers' lives and companies' marketing actions. Through discussions, presentations, and hands-on exercises and projects, students will gain a solid understanding of analytics and A.I.- and M.L.-facilitated marketing in the digital space. Prerequisites: MKT 111 Attribute/Distribution: ND