Marketing Analytics Concentration
The marketing analytics concentration is designed to equip students with the practical knowledge and skillsets necessary to make data-driven decisions.
The concentration includes exposure to programming languages, such as R, Python, and Tableau, as well as methods and techniques that enable the construction of predictive models and metrics, such as customer lifetime value, sales forecasting, and customer segmentation. Students will be able to integrate their knowledge of economics, decision science, marketing research, consumer behavior, and statistics that can inform marketing strategies, tasks, and decisions.
To satisfy the requirement of the Marketing Analytics Concentration, students must complete MKT 3501, MKT 4501, and either MKT 4480 or MKT 4481. Course descriptions are provided below.
MKT 3501. Marketing Analytics I (3). Prerequisites: MKT 3401. Introduction to marketing analytics with a focus on the
processes, techniques, and tools used in the acquisition, management, and mining of
MKT 4501. Marketing Analytics II (3). Prerequisites: MKT 3401 and MKT 3501. Advanced treatment of marketing analytics with a focus on data analysis, visualization, and data-driven decision making.
MKT 4480. Marketing Analytics Practicum (3). Prerequisites: MKT 3401, MKT 3501, and permission of Department. Pass-fail grading. Designed for students who want to gain real-world experience in marketing analytics via group projects using company data.
MKT 4481. Marketing Analytics Internship (3). Prerequisites: MKT 3401, MKT 3501, and permission of Department. Pass-fail grading. The internship requires departmental approval of the marketing analytics content of the internship. Designed for students who want to gain real-world experience through a marketing analytics internship.
Note: To enroll in the Marketing Analytics concentration, students must:
- Be a declared marketing major
- Notify the Office of Business Student Success by sending an email to firstname.lastname@example.org to declare the concentration.