Marketers increasingly found that big data is becoming mainstream and the ability to collect, analyse and generating insights from these data becomes essential to the success of modern enterprises. This course seeks to introduce students to various sources of marketing data as well as a variety of statistical tools available to convert them into useful insights enabling profitable customer acquisitions, retention and growth. Using real world cases and statistics software, this course will bring students through the process of acquiring useful data, choosing relevant analytical methods as well as converting results into meaning insights which can input into major marketing decisions. Data privacy issues will also be explored in this course.

CILO-1: Utilize marketing analytics techniques to solve marketing problems. CILO-2: Collect and generate relevant data from various sources. CILO-3: Choose appropriate analytic tools to analyses a variety of data collected by marketers. CILO-4: Translate analytical results into insights for making better marketing decisions. CILO-5: Communicate insights effectively to relevant stakeholders.