MSBA 6670 Essentials of Marketing Analytics
This course is tailored to provide an understanding of important marketing concepts and their application in today's digitally driven, data-rich world. The course explores the intersection of marketing strategies and data analytics, allowing students to make informed, evidence-based marketing decisions. Throughout the semester, students will explore key marketing concepts such as customer segmentation, targeting, positioning, and branding, as well as gain exposure to the nuances of customer behavior, customer lifetime value, and customer journey analytics. This theoretical knowledge will be underpinned by a practical understanding of various analytical tools and techniques used to analyze and understand market data. By the end of the course, students will be adept at using sophisticated data analytics tools to inform marketing strategies, measure performance, and optimize marketing efforts for enhanced customer engagement and business growth.