MRKT 445 - Marketing Analytics

3 Credit Hours

Prerequisites: MRKT 210 and MATH 270 or consent of the instructor

Marketing analytics is the application of data science to marketing decision-making and problem-solving by gathering and analyzing large digital data sets containing both structured and unstructured data. This course immerses students in the acquisition and analysis of a company, customer, and marketplace data and applies analysis techniques and their theoretical foundations to help students develop critical thinking and analytic skills that can be applied to real-world marketing problems. The course also examines the ethical and technical issues related to data privacy. The class includes hands-on gathering and analyzing digital data. Course Bonus: Students will earn certifications in Data Analytics and Google Analytics.

Students may be required to pay a fee to cover the costs of data acquisition.