MCM723 - Metrics & Analytics

Description:
This course introduces students to the use of analytics and data in the increasingly information-driven field of marketing. Hands-on instruction and assignments help students gain a comfort level with making and analyzing strategic marketing decisions using traditional and contemporary techniques and tools.

Outcomes:

• Analyze data and make appropriate conclusions and recommendations based on that data
• Demonstrate mastery of the presented content
• Apply critical thinking skills

Required Text(s):

Farris, P., Bendle, N., Pfeifer, P., and Reibsten, D. (2021). Marketing metrics (4th ed.). Pearson. ISBN-13: 9780136717133