Mar 28, 2024  
2020-21 Catalog 
    
2020-21 Catalog [ARCHIVED CATALOG]

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DA 430 - Marketing Analytics


5 CR

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): 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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