MARK 5340 Data-driven Marketing Insights

The new age of marketing requires an understanding of data as marketing decisions are made based on data analysis. The goal of this course is to provide students the knowledge and skills needed to make intelligent use of marketing data to make strategic marketing decisions such as consumer value, sales analytics, marketing mix, STP (segmentation, targeting, and positioning) strategy, and digital marketing analytics. The course employs a combination of lectures, articles, and “hands-on” exercises. By the end of the course, you will be able to make data-driven marketing decisions.