MKTG 4430: Marketing Analytics

3 Credit Hours

Prerequisite: MKTG 3100 and ECON 2300, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and in a Coles College Partner Program))
The course offers a practitioner-oriented introduction to essential marketing analytics methods focusing on real-world applications. Through hands-on case exercises using relevant software such as Tableau, Python and SQL, students will develop the skills to select appropriate analytical techniques, interpret results, and apply them effectively in marketing management. Additional topics may include product development, key performance indicators, and customer acquisition management.

Course Learning Outcomes
Goal 1.0 Environmental Factors

Students will understand, apply, and synthesize relevant environmental factors in the decision-making process.

Goal 2.0 Analytical Process

Approach marketing challenges analytically by thinking systematically about whether and how data can improve marketing outcomes in marketing campaigns, personalization, and cross-selling, as well as upselling.
How to locate, select, and use information sources and methods that are appropriate for making measurements and forecasts.
Interact competently on the topic of data analytics for marketing intelligence in terms of developing a baseline understanding of marketing data analytics processes, algorithms, and systems.
Execute hands-on experiences analyzing data using a toolbox approach (knowing multiple tools to explore and answer a marketing challenge).
Apply emerging analytics methods such as text mining, network analysis, and web analytics to prepare for optimized decision-making.

Goal 4.0 Communication and Collaboration

Students will effectively demonstrate collaboration and communication skills as they develop multiple case solution presentations and deliver those in class.