Prereq: MKT 311 or MKT 211; MKT Majors or Minors only; Junior standing or by permission of instructor
This course provides students introductory information about the principles and applications of marketing analytics for data-driven decision making. Students learn how organizations collect, analyze, and interpret marketing data to understand consumer behavior, evaluate marketing performance, and develop effective strategies. Topics include customer segmentation, market research, digital marketing metrics, forecasting, pricing analytics, and social media analytics. Students gain knowledge on using analytical tools and datasets to solve real-world marketing problems and communicate insights effectively.