Marketing Insights and Analytics Graduate Option
This option is offered within the following major(s):
Also available via Ecampus.
Marketing is the science of identifying, measuring, and satisfying the demand of a market. Marketing is a key driver of firm strategy and the marketing perspective requires managers to consider every interaction the customer has with the company. Marketing students learn to incorporate customer insights and innovative problem-solving to develop and communicate marketing strategy. Data analytics leverages advances in software interoperability, data exchange mechanisms, and data mining/visualization techniques to better understand operations, customers, and markets. The combination of Marketing Insights, which provides the theoretical understanding of determinants of customer behavior, and Business Analytics, which provides the big data analytical techniques, helps to provide the critical link between the promise of abundant data and actionable insights gleaned from these data.
Option Code: 2047
| Code | Title | Credits |
|---|---|---|
| Coursework | ||
| BA 573 | DATA ANALYTICS FOR COMPETITIVE ADVANTAGE | 3 |
| BA 574 | DATA MANAGEMENT | 3 |
| BA 575 | DATA EXPLORATION AND VISUALIZATION | 3 |
| BA 576 | DATA AND TEXT MINING | 3 |
| BA 590 | MARKETING MANAGEMENT | 3 |
| MRKT 592 | CONSUMER BEHAVIOR | 3 |
| Electives | ||
| Select two courses from the following: | 8 | |
| DIGITAL MARKETING PLATFORMS | ||
| SEARCH MARKETING | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| Required Capstone | ||
| MRKT 578 | MARKETING STRATEGY CAPSTONE | 4 |
| or BA 577 | INTEGRATED BUSINESS ANALYTICS PROJECT | |
| Total Credits | 30 | |
Option Code: 2047