MARKETING ANALYTICS

Credit Hours: 1.5 · Graduate

Marketing is evolving from an art to a science, with data playing a central role in decision-making. This course gives students the tools to apply analytics to pricing and promotions, focusing on causal inference to understand the true impact of business decisions. A key part of the course is learning to identify which data can—and cannot—answer specific managerial questions, and how careful planning can simplify analysis and boost confidence in the results. This class is very practical and hands-on, working with real-world data from collaborations with leading retailers and consulting firms that bring real challenges into the classroom. Designed for students aiming for careers in consulting, marketing analytics, product management, or strategy development, the course blends theory with coding exercises in R (no prior experience needed). Rather than focusing on advanced statistics or programming, the course prepares students to act as effective bridges between data science teams and managers.