MSBA 5508 HY: Marketing Analytics
This course teaches students how to take advantage of the latest developments in data analytics, digital advertising, and predictive modeling to increase an organization’s marketing reach and optimize their return on investment (ROI). Students will learn to develop a digital marketing optimization strategy using key analytics tools. Topics include applications of analytics in key marketing areas including measuring customer preferences, market segmentation and targeting, new product and service design, brand positioning, revenue optimization, customer relationship management (CRM), pricing and yield management, and distribution decisions. Students will utilize commonly used software such as MS Excel and SAS. This course is only available for graduate students enrolled in the Barowsky School of Business or 4+1 business majors with Program Director approval.