Download MTKG 691 Marketing Analytics: Course Description Marketing

MTKG 691 Marketing Analytics:
Course Description
Marketing Analytics develops and sharpens students’ analytical skills in preparation for advanced
marketing decision-making. Throughout the course, specific exercises and examples applying
analytical and statistical principles to marketing-specific content will be presented. At the end of
the course, students should have an improved understanding of how to apply various analyses to
marketing issues, and from the analyses performed, make better, more appropriate marketing
decisions. The techniques and decision frameworks provided in the class aim to provide a
platform on which to base marketing analyses and assess the opportunity costs associated with
decisions stemming from these analyses. Students’ spreadsheet analysis and computer analyses
skills will be honed by way of class exercises and homework, both of which will rely heavily on
performing analyses in spreadsheet and statistical analysis software environments.
Course Objectives
The objectives of this course are for students to:
 understand and appreciate the important role of analyses in marketing decisionmaking;

understand and be able to apply basic statistical analyses to marketing data;
 construct and articulate appropriate marketing programs and strategies stemming
from having conducted various analyses on marketing data;
 be able to conduct marketing analyses in spreadsheet and statistical analysis
software environments.
 be able to explain various types of marketing analytical tools and present results
from the application of these tools.
This course is an application-oriented course. It is designed to teach prospective managers
about the analytical tools that are available to assist in decision making. It is not a course in
advanced statistical theory or in the technical aspects of multivariate analysis, although an
understanding of basic statistical principles and basic multivariate analyses are
necessary. Students are expected to show initiative and a program of self-study.