MKT 4561: Marketing Analytics

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Course Structure

The course structure parallels the learning goals in this course –>

Learn standard statistical models used in Marketing Analytics in the industry using Excel Plug-ins: Students will learn the standard statistical models used in marketing analytics, and how to apply them using an Excel Plug in – for example, cluster analysis to segment markets, conjoint analysis to design products and elicit consumer preferences, optimization models for allocating advertising dollars across different media (online video, TV, social media etc.). We will tackle this goal in the following way

  1. In the F2F sessions, I will cover the statistical model, and its applications in marketing.
  2. In the online content, students will do the following:
    1. learn how to run the model in Excel (through a video) with a sample case
    2. Read the case assigned for the week (not every week
    3. Analyze case & submit case analysis & answers to the case Qs online.
    4. In the next F2F session, we will discuss the case, and the solutions before moving onto the next statistical models
    5. Groups will also evaluate other groups’ presentations. One of the key skills you need to develop as a marketing analyst is to ask the right Qs when you are presented with statistics. Evaluating others’ presentations & models will help you develop this skill.

Students will also do comprehensive case analysis as their final project which will tie in multiple statistical models.

Learn about different marketing analytics terms and tools that are being used in the industry today: the industry today uses a wide variety of analytics tools in different contexts, such as text mining, google analytics, search engine optimization etc. The course will tackle this goal in the following way:

  1. In the Online sessions students will learn about these models via the following modes:
    1. Online videos covering the content
    2. Articles covering usage of these tools in the industry (from WSJ etc.)
    3. Links to webpages explaining the concept.
  2.  Online Assignments: there will be low stakes assignments ( multiple choice Qs, or one-paragraph answers) that will cover your understanding of this content.