Marketing Analytics

In this course students learn to differentiate relational and non-relational databases, and to design a database to an organization's requirements. Preparing raw data for import into a database, using queries to manipulate data, and developing reports to meet stakeholder needs, and database integrity and security are also covered.

Students learn to create and use scripts to access, acquire, prepare, and transform data, including structured and semi-structured data, and to define and detect patterns in unstructured data to demonstrate how real world problems can be answered with data.

In this course students learn about deep learning, machine learning, and artificial intelligence, and compare supervised and unsupervised learning. Machine learning workflows and the challenges associated with machine learning, such as bias and heteroscedasticity, are considered. Students evaluate models, and examine uses for machine learning and artificial intelligence. Natural Language Processing is also addressed.

In this course students learn about data types and how to perform pre-processing activities including cleaning, integration, reduction, and transformation. Use of appropriate techniques to analyze and model data, such as classification, decision trees, association rules, and clustering, and the causes and methods of detecting outliers are also covered. Students propose additional applications for data mining based on current trends/research.

Marketing has the power to shape and influence individuals, communities, and society in myriad ways. Technological innovation continues to change the way we market to consumers, and the ways in which consumers interact with products and services. In this course, students will explore and critically examine the impact of current issues and emergent technology on enhancing the customer experience while at the same time applying foundational marketing approaches to build strategies and tactics for an organization of their choosing.

One of the main responsibilities in marketing is being able to identify the appropriate target markets for a product, service or idea. When the right audience is identified, it is easier to gain their attention and fulfill their needs so they become a returning customer. In this course students will apply consumer behavior theories and practice to explore various ways today's marketers determine their target audiences, how they create messaging that engages those audiences and the ways in which marketing and sales utilize consumer behavior to create lasting customer relationships.

Marketing research is a vast area that supports marketing decision-making. From product development and consumer insights to competitive analysis and predictive analytics, marketing research provides the data necessary to identify successes, understand challenges, and create new opportunities. In this course students will examine lean marketing research techniques, analyze market research data, and develop action plans based on their analysis. Students should expect to utilize appropriate market research tools and platforms as part of their course work.

Marketers leverage analytics data to measure success, increase their understanding of consumer behaviors and actions, and support data driven decision-making. In this course students will examine marketing analytics as well as the power of marketing experimentation and testing, attribution modeling, big data, and machine learning. Students will delve into various analytics tools used in Marketing, and will examine ethics and data privacy laws as they research and craft a measurement plan for an organization of their choice.

Effective Marketers must be able to make sense of complex marketing data and artfully communicate findings to better drive marketing decisions. In this course students will gain hands-on experience with a wide range of data visualization tools as they analyze marketing data, create insightful reports, design effective marketing dashboards and practice effective data visualization techniques. Students will have the opportunity to apply their learning as they create a data visualization project for an organization of their choice.

As the culmination of the graduate marketing experience, this capstone course enables students to apply their advanced marketing knowledge to solve complex challenges, aligning projects with their career goals. Emphasizing strategic planning, problem-solving, and adaptability, students will engage with ethically-grounded marketing practices to meet organizational and audience needs. The course culminates in a concise presentation, where students articulate their strategic marketing projects, showcasing their ability to translate complex issues into actionable insights.