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Download MTKG 691 Marketing Analytics: Course Description Marketing
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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.