MKT 5410 - Driving Business Success with Marketing Analytics

Credits: 4

Marketing analytics skills and experiences have become one of the increasing demands by employers for both entry-level and senior-level positions. In this course, students will be exposed to and become familiar with basic analytical tools (e.g., Excel, Google Analytics, Tableau) and commonly used analytical methods in the industry to gain data insights and drive business success in a marketing campaign setting (i.e., collect, clean, interpret, present, and reapply business data in each of the decision-making processes). Students will also collaborate in teams to develop their data soft skills (e.g., developing data sense, brainstorming, communication, project management, data translation, data presentation) along the way to mimic a real industrial analytics team project. Although data soft skills are developed throughout the class, this class is heavily technical and applied to help maximize students’ future success in a marketing or data analytics-related career.