Courses of Study 2020-2021 
    
    Dec 03, 2022  
Courses of Study 2020-2021 [ARCHIVED CATALOG]

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NBA 6390 - Data Driven Marketing


     
Fall. 1.5 credits. Letter grades only (no audit).

Students should have a knowledge of regression analysis and comfort with using Excel.

S. Gupta.

Deals with the use of data to make marketing decisions. Introduces concepts, methods, and applications of analytics to address marketing questions. Three broad areas are covered: Digital Advertising Analytics, Demand Analytics, and Customer Analytics. Unlike marketing courses that focus on conceptual material, this course provides skills to translate conceptual understanding into specific operational plans, ­a skill in increasing demand in organizations today. Throughout the course, emphasis is placed on return on investment in marketing spending. The course is particularly valuable to students planning careers in management consulting, marketing, and market research. It is designed for students who have some background in quantitative methods and have a willingness to deal with mathematical concepts. Knowledge of Excel and regression analysis is required.



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