AEM 4321 - Data Visualization and Marketing Analytics

Fall, spring. 1.5 credits. Letter grades only.

Prerequisite: AEM 2420 or AEM 2400, AEM 2100; or equivalents, and an introductory programming course.

J. Liaukonyte, M. McGranaghan.

Firms are collecting extensive information (Big Data!) about consumers’ choices under different scenarios, but few firms have the expertise to intelligently act on such information. In this course, student will learn how to use state-of-the-art data tools (R, Python, Tableau) to collect, analyze, visualize and communicate data. A special emphasis will be placed on understanding how to display data for precise, effective, and quick analysis.

Outcome 1: Develop a better understanding of quantitative marketing

Outcome 2: Demonstrate state-of-the-art data visualization tools

Outcome 3: Explain the value of testing and experimentation

Outcome 4: Communicate and defend their insights

Outcome 5: Critically examine and build upon the recommendations of classmates, both quantitatively and qualitatively