AEM 3400 - Marketing Analytics Immersion

(crosslisted) HADM 3435

Spring. 4.5 credits. Letter grades only (no audit).

Forbidden Overlap: due to an overlap in content, students will receive credit for only one course in the following group: AEM 3400, HADM 3435, HADM 3470.
Prerequisite: AEM 2400 or AEM 2420 or HADM 2410 or HADM 2430 or equivalent.

H. Chun, D. Hooker, J. Liaukonyte.

There is a burgeoning demand for marketing roles, including brand analyst, product analyst, business analyst, data analyst, digital marketing specialists, and social media specialists. This is a practicum course that offers hands-on experience on the skills required for these roles and helps students better understand these roles and more importantly, will also give them a competitive advantage in their job interviews. The lessons from this course will be applicable to a broad range of industries including but not limited to consumer-packaged goods, hospitality and tourism, pharmaceuticals, and technology.

Outcome 1: Develop a command of strategies, tools, and approaches for gaining consumer insights.

Outcome 2: Develop essential knowledge and skills necessary to manage and elevate customer experience and apply them in diverse business and industry contexts.

Outcome 3: Discuss and critically evaluate the key elements of a firm’s marketing strategy.

Outcome 4: Demonstrate analytical skills in data analysis and appropriate visualization techniques to effectively communicate the insights from data analysis.

Outcome 5: Develop a stronger foundation of marketing concepts and improved comprehension through application to real world challenges/projects.

Outcome 6: Demonstrate an ability to work effectively with others, and the ability to communicate effectively both orally and in writing.