Marketing Analytics

Marketing analytics, the application of statistical and information analysis to marketing decisions, has changed the landscape of marketing responsibilities and accountability. This course endeavors to teach students to understand the strategic goals and usage of techniques as opposed to focusing on the statistics. More than ever before, marketing strategy is defined and progress is tracked using advanced analytic models and metrics. The emergence of online and wireless communication and distribution channels has amplified this trend dramatically. Pre- or corequisite: MKT 9703