Course Description
An analytical case-based course that emphasizes how to synthesize, analyze, and interpret data to support and guide marketing decisions in areas including promotion, advertising spending and copy, new product development, pricing, and loyalty programs.
Athena Title
MKTG ANALYTICS
Equivalent Courses
Not open to students with credit in MARK 8600
Prerequisite
MARK 7510 or permission of department
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
Whether a firm is consumer, business or service-oriented, acquiring and using information is critical for business planning and decision. This course will focus on how to analyze and interpret data to support and guide marketing decisions– both at the strategic level as well as for tactical plans. The class sessions will focus on case analysis and discussion that emphasize three key themes; 1) Marketing Analysis – the analysis and interpretation of marketing data, 2) Marketing Metrics – common metrics and measures used by marketers, and 3) Marketing Finance – the impact of marketing decisions and plans of fundamental financial measures such as return on marketing investment and net contribution to profit. The principal objectives of the course are: • To increase analytical skills through hands-on analysis of marketing data with commonly used marketing analytics techniques; • To link the analyses to key marketing decisions and profit impact; • To build ‘numerical fluency’ and facility with common marketing metrics; • To improve students’ ability to think logically, analytically and critically.
Topical Outline
The rise of metrics and analytics in marketing Basic analytics for marketers Marketing data Marketing metrics Customer analytics Applications: - New Product Decisions - Advertising Decisions - Pricing Decisions - Sales Promotion Decisions - Marketing Channel Management - Segmentation
Syllabus