MARKETING ANALYTICS
Study of the impact of analytics on successful marketing decisions. A spectrum of topics include Marketing Metrics, Digital Analytics, Marketing Response Models, Segmentation, Product Design, Experimentation and Big Data. Applicable to careers in marketing analytics, product management and consulting.
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: Graduate/professional standing or declared in graduate Business Exchange program Course Designation: Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Spring 2026 Learning Outcomes: 1. Apply online, and offline behavior-based metrics to make effective marketing decisions Audience: Graduate 2. Apply marketing mix models, multivariate statistics, experimental analyses and machine learning tools to a variety of marketing problems Audience: Graduate 3. Acquire a portfolio of quantitative methods commonly used in business practice Audience: Graduate 4. Explain the impact of marketing analytics in areas such as market research, product management and consulting Audience: Graduate 5. Utilize data in compiling brand recommendations. Audience: Graduate Learning Outcomes: 1. Apply online, and offline behavior-based metrics to make effective marketing decisions Audience: Graduate 2. Apply marketing mix models, multivariate statistics, experimental analyses and machine learning tools to a variety of marketing problems Audience: Graduate 3. Acquire a portfolio of quantitative methods commonly used in business practice Audience: Graduate 4. Explain the impact of marketing analytics in areas such as market research, product management and consulting Audience: Graduate 5. Utilize data in compiling brand recommendations. Audience: Graduate
Sources
- Course catalogue ↗2026-2027