MKT 6970 Marketing Analytics

3 Hours

Prerequisites: MKT 6450

An advanced graduate course introducing the students to a data-driven approach to marketing decision-making, with emphasis on translating quantitative analytical output into actionable managerial insights. With a case-based pedagogy, students will have a managerially relevant, hands-on experience of the marketing analytics value-chain process. We focus on not only the rigorous methods that yield reliable statistical analycal results, but also the vividness with which the students will be able to translate these results into narratives that drive change and deliver value for stakeholders.