GSM6020

In this course, you will gain an understanding of what marketing analytics is and how it can add value to an organization. The vast majority of time will be spent on learning how to do marketing analytics: this involves the analysis and interpretation of data to help make key decisions such as marketing tactics, resource allocation, and marketing funnel management. How to link the technical rigor of marketing analytics to organizational decision making effectively, efficiently, and ethically will also be discussed substantially. Tools leveraged will include: Excel, Tableau, Google Analytics and Adobe Analytics. Students will also have the opportunity to compete in the Adobe Analytics Challenge, an annual analytics-focused business case competition that partners with high-profile clients (i.e. Nike, Disney, etc.) to provide an excellent experiential learning opportunity solving real business problems with Big Data.

Atkinson Graduate School of Management

Salem