Marketing Analytics Concentration

Examines the specific elements of marketing management, including market research, metrics, positioning, planning, and the marketing mix. Focuses on developing student skills in putting together a marketing plan based on a thorough understanding of the market. Emphasizes predicting consumer behavior, developing points of difference and parity, calibrating the different elements of the market offering, and going to market with clear performance indicators.

MKTG 6320 | 3 Hours

Offers students an opportunity to understand the importance of using an analytical approach to support marketing decision making in organizations and approaches to implementation practice. Focuses on identifying and acquiring the right data for addressing different marketing challenges; building skills necessary for conducting relevant quantitative analyses; and using insights to make better marketing decisions. Topics may include product innovation, market identification and segmentation, customer valuation, media attribution models, and assessment of digital and social media. Students are expected to apply statistical concepts and have the opportunity to use SPSS, Python, and/or R for analyzing marketing data sets.

MKTG 6234 | 3 Hours

Offers an advanced-level experiential learning opportunity for students considering an academic career in marketing. Research may be behavioral/experimental or quantitative/analytical in nature. Engages students in multiple aspects of a research project: literature review; theory development; hypothesis generation; research design; data analysis and visualization; and developing insights for managers, researchers, and policy. Students participate in formal research training; attend weekly meetings with the faculty leads for the course; present their research; and submit a research paper at the end of the semester.

MKTG 6120 | 3 Hours

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement.

MKTG 6210 | 3 Hours

Offers an advanced course in defining and managing an organization's product-market strategy. Intended for marketing specialists and nonspecialists interested in incorporating a market focus from a general management or consulting perspective. Emphasizes using market information to choose and manage the company's relationships with customers and competitors in a complex, changing environment, as well as the practical concerns of implementing and evaluating marketing strategy.

MKTG 6216 | 3 Hours

Explores the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value to the customer using the latest technological innovations. Examines the latest trends in digital marketing, such as mobile marketing, and how the mobile platform can be used for branding purposes and to enhance customer relationships. Explores topics such as branding and advertising via mobile phones, online social networks and communities, technology adoption in global emerging markets, and how the Internet empowers customers and enables firms to engage in customer advocacy. Also examines how marketing research is conducted for technological innovations and ethical concerns that arise with technology usage, such as privacy and security issues, identity theft, and the role of trust in digital marketing.

MKTG 6222 | 3 Hours

Introduces how to measure, analyze, and evaluate the profit impact of marketing actions (MAP) by bringing together marketing, strategy, and finance. Your organization is going to spend millions on a new marketing or strategic initiative, but how will you know if it is working? Marketing performance measurement and feedback systems enable managers to take smarter risks by assessing experimental projects and forecasting the profit potential of bigger, bolder initiatives. Offers students an opportunity to explore systems that summarize marketing productivity and suggest steps for performance improvement in marketing strategy and tactics.

MKTG 6230 | 3 Hours