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Marketing 450

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.


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’s 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