MB 615 - Applied Marketing Analytics
Applied Marketing Analytics focuses on the use of data-driven techniques to optimize marketing strategies and decision-making. This course teaches students how to analyze customer data, measure campaign effectiveness, and forecast marketing trends using analytics tools. Students explore key areas such as customer segmentation, digital marketing metrics, and the impact of marketing efforts on business performance.
Through real-world case studies and practical exercises, students learn to apply advanced analytics in creating effective marketing campaigns, improving customer engagement, and enhancing return on marketing investment (ROMI). By the end of the course, students develop the ability to translate marketing data into actionable insights that drive business growth and innovation.
Prerequisites & Notes
MB 500, MB 510, HR 525, and MB 660
Assignment Overview
- Assignments: Varied throughout the term
- Interactivity: Discussion Boards
Course Learning Objectives
Upon completion of this course, you should be able to do the following:
- Demonstrate the ability to apply marketing analytics tools and techniques to gather and interpret data, driving strategic business decisions.
- Analyze market trends and consumer behavior to develop data-driven marketing strategies that are aligned with organizational goals.
- Evaluate the effectiveness of marketing campaigns using data analytics and make recommendations for improvement.
- Integrate ethical considerations into the use of data analytics, ensuring that marketing strategies respect consumer privacy and adhere to industry standards and regulations.
- Communicate marketing insights effectively to both technical and non-technical stakeholders, supporting informed decision-making within the organization.
Credits: 3
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June 16, 2021COVID-19 Update: Upcoming vaccine deadlines; Testing phase-out