BUSI 467 Marketing Analytics

Course Description

This course provides students with knowledge and skills needed to initiate, participate in, manage, and evaluate marketing analytics efforts. The content includes various tools for generating marketing from data including querying databases, data preparation, segmentation, targeting, and positioning, customer lifetime value analysis, predictive modeling, recommendation engines, and text analysis. The course also includes methods for presenting and visualizing data.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Course Guide

View this course’s outcomes, policies, schedule, and more.*

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*The information contained in our Course Guides is provided as a sample. Specific course curriculum and requirements for each course are provided by individual instructors each semester. Students should not use Course Guides to find and complete assignments, class prerequisites, or order books.

Rationale

Data is an abundant resource in the modern landscape of business, presenting both challenges and opportunities for organizations to harness its potential. Marketing analytics provides a quantitative foundation for understanding consumers, competitors, and industry trends enabling organizations to increase their competitive advantage through making data-driven decisions, optimizing campaigns, and enhancing customer experiences. As technology rapidly evolves, proficiency and adaptability in learning analytic tools is of increasing importance.

Course Assignment

Textbook readings and lecture presentations

No details available.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (2)

Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided topic for each discussion. Each thread must be at least 500 words and demonstrate course-related knowledge. The thread must cite two scholarly research articles and one biblical integration. In addition to the thread, the student is required to reply to two classmates’ threads. Each reply must be at least 250 words and include citations of at least one scholarly research article and one biblical integration. 

Development Environment Set Up Assignment

The student will follow provided instructions to set up accounts and environments for performing marketing analytics labs. 

Lab Assignments (5)

The student will complete several marketing data analytic labs to perform data management/queries, exploration, and visualization, supervised and unsupervised learning, and natural language processing, using various methods and tools. 

Read & Interact Assignments (12)

Throughout this course, the student will complete Read & Interact Assignment textbook readings. The student will interact with textbook material using the McGraw Hill Connect platform. Each assignment is required before the student can complete any of the Exercise Assignments. 

Throughout this course, the student will complete exercises to apply concepts from each chapter of the textbook. The student will complete the exercises in the McGraw Hill Connect platform. 

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