The purpose of this class is to provide a foundation in the analytic techniques used by marketers and to learn the benefits of using a systematic and analytical approach to enable decision-making. Additionally, students will gain the skills required to collect the data necessary for analyses, conduct the analyses and interpret and apply the results effectively. Analytics enable the marketer to (a) identify and evaluate alternative marketing options and actions, (b) calibrate opportunity costs of the various options, and (c) then choose of one or more of these options that afford the greatest likelihood of achieving the firm’s business goals. By completing this course, students be better able to make stronger cases for marketing expenditures (based on ROI); this is critically important for the 21st century marketer as companies are increasingly shrinking their marketing budgets while simultaneously asking their executives to provide a compelling argument for marketing expenditures. (ALS 459)
BUS 6500 (can be taken concurrently)