Course overview
This course develops students' capabilities to use analytical tools and techniques to address marketing problems, with a focus on providing data to assist marketing decision-making. Marketing analytics enables marketers to measure, manage and analyse customer preferences and trends, as well as evaluate marketing performance to maximize its effectiveness. Students will develop an understanding how to use marketing analytics to predict outcomes. The course also examines the ethical and technical issues related to data privacy.
Course learning outcomes
- Demonstrate the use of analytical tools in marketing.
- Choose appropriate data sources and analytical tools to assess marketing performance.
- Apply analytics tools to a variety of data collected by marketers.
- Translate the results of quantitative analyses into managerial insights for marketing decision-making.
- Explain and illustrate how marketing analytics are used in an integrated manner to solve strategic marketing problems.