MARKETING ANALYTICS
Impact of analytics on successful marketing decisions. Topics include marketing metrics, digital analytics, marketing response models, segmentation, product design, experimentation and big data. It is designed for students with some background in quantitative methods and an exposure to basic marketing research concepts. A combination of lectures, cases and hands-on model building focused on marketing analytics.
Topics
- marketing metrics
- digital analytics
- marketing response models
- segmentation
- product design
- experimentation and big data
Topics explicitly listed in official catalogue description
Prerequisites & course information
Requisites: Sophomore standing, MARKETNG 300 , and 310 . Not open to graduate students Course Designation: Core GenEd - Mathematics & Quantitative Reasoning Repeatable for Credit: No Last Taught: Spring 2026 Learning Outcomes: 1. Recognize that the effective use of data is a critical success factor for any business. Audience: Undergraduate 2. Apply online and offline behavior-based metrics to make effective marketing decisions. Audience: Undergraduate 3. Apply marketing mix models, multivariate statistics, experimental analyses and machine learning tools to a variety of marketing problems. Audience: Undergraduate 4. Acquire a portfolio of quantitative methods commonly used in business practice. Audience: Undergraduate 5. Explain the impact of marketing analytics in areas such as market research, product management and consulting. Audience: Undergraduate Learning Outcomes: 1. Recognize that the effective use of data is a critical success factor for any business. Audience: Undergraduate 2. Apply online and offline behavior-based metrics to make effective marketing decisions. Audience: Undergraduate 3. Apply marketing mix models, multivariate statistics, experimental analyses and machine learning tools to a variety of marketing problems. Audience: Undergraduate 4. Acquire a portfolio of quantitative methods commonly used in business practice. Audience: Undergraduate 5. Explain the impact of marketing analytics in areas such as market research, product management and consulting. Audience: Undergraduate
Sources
- Course catalogue ↗2026-2027