Data Driven Marketing

1.5 units · Graduate

We will study the impact of analytics on successful marketing decisions with different data set. The course covers a spectrum of topics that include marketing metrics, digital analytics, marketing response models, experimentation, and big data. It is designed for students with some background in quantitative methods and exposure to basic marketing research concepts. Prereq: Enrollment in the Specialized Master in Business Analytics (SMB-A) program, or permission of instructor.