MAR 4705 - Marketing Analytics

Credits: 3

Course Description: This course will provide (1) applied perspective on basic concepts of digital marketing and (2) practice of digital analytics in the era of artificial intelligence (AI) and Big Data. First, this course will cover digital marketing concepts such as digital ecosystem, digital advertising, digital brand analytics, digital consumer relationship management (CRM), and others. Second, students will learn how to apply digital analytics methods and extract useful marketing insights from structured and unstructured data.
Prerequisites: (STA 2023: Statistics OR STA 3032: Probability & Statistics) AND (ISC2310: Python for Data Analytics OR COP2034: Introduction to Programming Using Python)
Primary Term(s) Offered: Rotation Year