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MKTG 4380 - Marketing Analytics for Strategic Decisions

Marketing Management Part-time Studies Course

School of Business

Course Details

​To be competitive in today's market, a successful business person needs to be able to leverage internal data, and utilize the appropriate analytic methods to drive overall company performance. In this course you will learn how to optimize revenue and profit by making strategic marketing decisions based on marketing analytics. Students will develop practical analytical skills including: applying marketing analytical techniques to establish customer segmentation schemes; develop a dashboard for effective reporting and alerts; predict revenue and ROI impact of specific marketing and sales strategies; and develop tests for optimizing business impact. Students will complete hands-on projects applying the major areas of study to real business situations.



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Gravitying Outcomes

Upon successful completion of the course, the student will be able to:

  • Explain the strategic role of Business Analytics in the organization.
  • Outline Critical Success Factors for planning and managing a data-driven organization competing on Business Analytics.
  • Outline key types of Business Analytics and how they are used to drive strategic business decisions.
  • Apply specific analytical methods to gain insights to key customer and marketing metrics to establish segmentation schemes, develop customer relationship strategies, forecast revenue outcomes, and drive ROI.
  • Apply Marketing KPIs and Data Visualization techniques to develop effective dashboard reporting and early warning system.
  • Utilize Business Analytics Framework to analyze company data, derive insight, and quantify impact on marketing strategies.
  • Develop Revenue Optimization Strategies by using test design and metrics to achieve maximum business impact.
  • Explain the ethical considerations when undertaking Business Analytics programs.

Effective as of Winter 2019

Related Programs

MKTG 4380 is offered as a part of the following programs:

School of Business

  1. Marketing Management (Marketing Communications Option)
    Full-time   Diploma
  2. Marketing Management (Professional Sales Option)
    Full-time   Diploma


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Registration is currently open for the Spring/Summer 2019 term.

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