Jul 06, 2022  
2021-2022 Cal State East Bay Catalog 
    
2021-2022 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 612 - Marketing Analytics


Units: 3
Marketing analytics metrics and models. Approach marketing issues analytically; make marketing decisions driven by quantitative evidence. Topics include resource allocation analytics, product analytics, marketing-mix analytics, customer analytics, and digital analytics. Quantitative techniques enforced through hands-on data analysis and case-based learning.

Prerequisites: Post-baccalaureate standing.
Equivalent Quarter Course: MKTG 6402.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Identify and explain how big data and analytics can be used in marketing applications.
  2. Critically evaluate marketing issues systematically and analytically.
  3. Combine conceptual marketing knowledge and analytical tools to solve marketing problems.
  4. Analyze large datasets using appropriate mathematical models and software.
  5. Interpret analytical results to make optimal marketing decisions, such as those related to market segmentation, targeting, competitive analysis, and product design.
  6. Assess and justify marketing strategies using quantitative evidence.
  7. Present data analysis methodology, results, and marketing implications in verbal and written forms.




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