2017-2018 Graduate Catalog

MARK 70110 Marketing Analytics

1.5 credit hours. Prerequisites: MARK 60010 or 60011, or permission of department chair. This course focuses on helping students develop an analytical and systematic set of skills and processes for making marketing decisions. Marketing decision-making resembles design engineering - putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. Although many people view marketing as an art and others regard it as science, this course views marketing as a combination of art and science to solve specific problems. Students will learn concepts and will work hands-on with data and software tools for making decisions regarding segmentation and targeting, positioning, forecasting, new product and service design, and the elements of the marketing mix. Through the course, students will learn to take advantage of the massive amounts of data available in most organizations, using that data to make informed decisions, and to create compelling evidence to persuade other executives to support those decisions.