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

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AEM 4435 - Data Driven Marketing

Fall (weeks 8-14). 1.5 credits. Letter grades only (no audit).

Forbidden Overlap: due to an overlap in content, students will not receive credit for both AEM 4435 and NBA 6390 .
Prerequisite: AEM 2100 , AEM 2420 , AEM 2010 , or equivalent.

S. Gupta.

This course deals with the use of data to make marketing decisions. It introduces concepts, methods, and applications of analytics to products, markets, and marketing actions. Unlike marketing courses that focus on conceptual material, this course will provide skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organizations today.

Outcome 1: Develop appreciation for the value of evidence-based decision making in marketing.

Outcome 2: Use the vocabulary of marketing analytics.

Outcome 3: Develop and apply common analytical tools in marketing.

Outcome 4: Utilize the findings from analytical models to improve marketing decisions in business situations.

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