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.

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