This marketing course equips students with tools to generate actionable insights by understanding consumers and market trends. It focuses on designing analytical plans to tackle marketing problems, covering aspects from data collection to communicating findings. Key skills include measuring variables, choosing appropriate analytical methods, interpreting data analysis techniques, and effective storytelling. The course prepares students for roles in marketing analytics across various sectors and emphasizes a hands-on approach, with project design and data analysis in class. Upon completion, students will be proficient in areas like marketing research, experimental design (e.g., A/B testing), data collection, regression analysis, segmentation, machine learning applications in marketing, and results communication. Restricted to students registered in the MMA Program. Non-MMA students require consent of home dept and the Masters Programs Office.