Marketing analytics is the practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize return on investment. Data science applied to marketing data can help a business predict consumer behavior, improve decision-making, and gauge the success of marketing investments.
For example, machine learning and statistical techniques can be used to classify data and detect patterns that might predict a campaign’s success.
In the data science domain area of marketing analytics, you will learn how to see the future, through the lens of both existing and new methods of predictive analytics.
Domain Requirements
You will take three marketing analytics domain core courses and four courses from the electives menu.
Marketing Analytics Core Courses (choose one in addition to BA 101 and EC 201)
course | title | quarter offered* |
|---|---|---|
BA 101 | Introduction to Business | Fall, Winter, Spring |
BA 215 | Accounting: Language of Business Decisions | Fall, Winter, Spring |
EC 201 | Introduction to Economic Analysis: Microeconomics | Fall, Winter, Spring |
Marketing Analytics Electives (choose one in addition to BA 240, BA 317 & MKTG 390)
course | title | quarter offered* |
|---|---|---|
BA 240 | Managing Business Information (required) | Fall, Winter, Spring |
BA 317 | Marketing: Value for Customers (required) | Fall, Winter, Spring |
MKTG 390 | Marketing Research (required) | Fall, Winter, Spring |
MKTG 415 | Marketing Analytics | Fall, Winter |
OBA 410 | Sports Analytics | Winter, Spring |
*Course schedules are subject to change.