Introduction to the Course: 

Any successful modern business utilizes Business Analytics in a big way - in almost all spheres of the business - marketing, sales, HR, supply-chain, finance, production etc. However, Marketing is one area of the business where Analytics plays a very critical role right from the inception of a business idea to running a growing business.  From sizing the market to segmenting it to product finalization and sales fore casting - Marketing Analytics plays an important role. Every marketing activity thereafter has a strong analytics component in it.

This course represents a comprehensive examination of data analytics from a marketing perspective on four levels: strategically, functionally, methodologically, and technologically. It is designed for students who might seek employment in the analytics arena as well as for students who want to broaden their understanding of the field.

This course covers essential decision models and strategic metrics that form the cornerstone of marketing analytics. Using the insight gained in the course, students can predict the outcome of marketing plans to boost return on marketing investment (ROMI). The course emphasizes case studies and hands-on learning so students can immediately apply the tools and techniques in their organizations. A variety of relevant topics are discussed, such as market sizing, forecasting and positioning, promotion budget allocation, profit maximization, and communicating to senior executives through data-driven presentations.

Course Objectives

• Understand the benefits and objectives of marketing analytics
  
• Learn how to apply quantitative techniques to drive marketing results
  
• Obtain hands-on experience through application of spreadsheet-based models
  
• Acquire proficiency in the application of strategic decision models and metrics
  
• Master the ability to communicate to senior executives through data