MMGMT 719 / Marketing Analytics

3 unit(s)

Prerequisite(s): Enrollment in the Master of Management in Applied AI and Data-Driven Decision-Making

This course will focus on the process of tracking and analyzing data related to marketing activities, which in turn can enable organizations to improve their customer experiences, increase the return on investment (ROI) of marketing efforts, and craft future marketing strategies. The course will cover the three spheres of marketing analytics: analyzing the present; reporting on the past; and predicting the future. Real/Simulated data and case studies will be used to cover the spheres, and the discussions will be supported by outputs from desktop and computer programs.