MKTG 450: Marketing Analytics
Prerequisites: MKTG 340 and either ITEC 100 or ITEC 281, or permission of instructor
Credit Hours: (3)
Marketing Analytics tools and techniques are developed and applied to real-world business
decisions.
Note(s): Applied Learning designated course.
Detailed Description of Course
Marketing Analytics tools and techniques are developed and applied to real-world business
decisions. Major emphasis is placed on developing an understanding of the data available
to marketers, its uses and limitations, and the tools and techniques for predicting
and measuring the effectiveness of a company鈥檚 marketing efforts. Analytical, critical
thinking and technology skills will be enhanced throughout the course.
Detailed Description of Conduct of Course
The course will be taught using a variety of materials and exercises including lectures
for key concepts and processes, in class and out of class exercises, and applied projects
to enhance student understanding and skill. Due to the technical and applied nature
of the subject matter, hands-on experience with various analytical tools and software
will be a key component of the course.
Student Goals and Objectives of the Course
In completing this course students will:
a. describe the decision-making process and the role of marketing analytics as a decision
support tool in an organization
b. demonstrate how to apply marketing analytics procedures to business problem solving
c. apply key marketing analytics tools and techniques
differentiate and employ the basic principles and methods of data mining and predictive
analytics
Assessment Measures
Assessment measures will include applied exercises and assignments completed inside
and outside the classroom, applied analytical projects, and examinations.
Other Course Information
None
Review and Approval
2013
March 01, 2021