MKTG317

Active

Explores the growing role of data in marketing which enables marketers to answer such questions as which numbers matter, what do the numbers say, and how can big data and marketing analytics be leveraged to optimize results. Looks in-depth at the two primary kinds of data available to marketers: internal, or what is called marketing analytics, and external, or big data. Uses real-world examples and practical exercises to allow students the opportunity to understand the interactions between both kinds of data, and how best to use both to improve marketing outcomes, demonstrate return on investment to the C-suite, and create increasingly effective marketing campaigns.

EMMA: Major-Marketing Elective, ENMA: Minor-Marketing Elective