Course Schedule and Catalog

Long Title: MARKETING ANALYTICS

Department: Business

Grade Mode: Standard Letter

Language of Instruction: Taught in English

Course Type: Lecture

Credit Hours: 3

Prerequisite(s): BUSI 380

Description: Marketing is evolving from an art to a science as data is now the key source of decision making. In this course students learn how to use data analytics to address decisions by marketing managers, with emphasis on pricing and promotion. Students will understand how different types of data can—or cannot—be used to answer managerial questions and how better planning can simplify the analytics and increase confidence in the findings. The course is organized around a hierarchy of topics. We begin with understanding pricing and promoting to an individual customer. We then move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and store analytics. This course is practical and hands-on, analyzing data from real-world managerial problems, through collaborations with leading retailers and consulting firms. Working knowledge of statistics (e.g., t-test and regression analysis) is required. Students learn and use R for data analysis; no prior experience with R is necessary. The goal is not to train students to become experts in statistics or computer science; rather, students will learn to become a bridge between data scientists and managers.