DATA 430 - Marketing Analytics

5 CR

Previously DA 430.
This course introduces a quantitatively oriented view of marketing strategy and provides tools and methods to leverage data to inform marketing strategies. Topics may include a variety of marketing analytics strategic models and metrics such as competitive analysis, segmentation, targeting and positioning. The focus will be on real world examples from a variety of sources and using statistical software.

Prerequisite(s): DATA 310 or DA 310 with a C or better, or permission of the instructor.

Course Outcomes

Identify the common marketing strategies, and their advantages and limitations.
Identify common mathematical/statistical models used in marketing analytics
Apply mathematical/statistical models to support marketing decisions
Choose appropriate metrics and analysis technique for a real-world scenario
Formulate, fit, and apply the appropriate model
Evaluate the consequences of marketing decisions systematically and analytically.
Interpret results and clearly state conclusions in reports and presentations with close attention to detail and showing knowledge of data extraction and evaluation methods from previous classes

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