MARK 312 - Marketing Analytics

3 units (fi 6)(EITHER, 3-0-0)

Students are introduced to the scientific process of transforming data into insight for making better marketing decisions. Topics include: data-driven problem solving; design of surveys, focus groups, and experiments; analytical techniques for primary, secondary, and qualitative data; and machine learning basics. The course is taught as an end-to-end process, starting from problem framing, data collection, method selection, model building, and deployment. Applies Excel and open-source data analysis software. Advanced students can build on this course to prepare for taking the INFORMS CAP (Certified Analytics Professional) Exam. Prerequisite: MARK 301.

MMA 608 - Business Applications of Artificial Intelligence

3 units (fi 6)(SECOND, 3-0-0)

This comprehensive course, co-taught by a panel of expert instructors, aims to provide students with an in-depth understanding of how artificial intelligence (AI) technologies are applied in real-world business settings. It introduces students to a range of AI applications across different industries and functional areas, highlighting the transformative potential of AI in driving innovation, improving operational efficiency, and creating competitive advantages. Restricted to students registered in the MMA Program. Non-MMA students require consent of home dept and the Masters Programs Office.

MMA 614 - Marketing Analytics

3 units (fi 6)(SPR/SUM, 3-0-0)

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.