Course: Marketing Analytics
Marketing Analytics: This page provides course content for marketing analytics courses.
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To recognize the different needs of different individuals and universities, several different course structures are shown. The table below includes suggested content and syllabi for a typical quarter-term MBA or advanced undergraduate course of 8-10 weeks (called "Marketing Analytics I" in the table), a follow-on course (called "Marketing Analytics II" in the table), a typical semester-length course of 14-16 weeks (called "Semester Course" in the table), and a typical short course of 5 weeks (called "Short Course" in the table).
All courses shown use the same book, "Marketing Analytics: Strategic Models and Metrics." Different sections of the book are used for different courses.
Course | Description | Syllabus |
---|---|---|
UCBX BUS ADM X466.3
USF MBA 6322; |
Marketing Analytics I Introduction to marketing analytics models and metrics, such as market sizing, positioning, forecasting, predictive analytics, pricing, budget allocation, communicating through data, and more. |
UCBX 466.3; USF MBA 6322; |
UCBX BUS ADM 466.4
USF MBA 6323; |
Marketing Analytics II: Explore advanced marketing analytics models and metrics, such as segmentation, regression, competitive analysis, conjoint analysis, and others. |
UCBX 466.4; USF MBA 6323; |
USF BUS 465 | USF BUS 465 Marketing Analytics: Full-length semester course in marketing analytics |
USF BUS 465 |
UCBX IDP 467.6 | Short Course: Syllabus shows suggested sequence for a short (5 week) intro course. |
UCBX IDP 467.6 |
The course content table below includes chapter content, case studies (with supporting files), web resources, and relevant videos.
Case Study Solutions are available by going to the Contact page and sending a note requesting them. You must be an educator, a professional not taking a marketing analytics course, or a student with permission from your professor to get the case study solutions.
NOTE: This table is abbreviated. To access the full table contents, enter the required password at the top of the page.
Marketing Analytics Master Content Table: Abridged
Course Content | Case Studies | Web Resources | Videos |
---|---|---|---|
Chapter 1. Introduction (pdf); (ppt) |
Case 1A. Project Selection I (pdf); (doc) Case 1B. Project Selection II (pdf); (doc) |
Career articles: "Data Analysts: The New Masters of the
Universe" "Hunt for Analytics Talent Hots Up" |
Age of Analytical Marketing (1:19) |
Chapter 2. Market Insight (pdf); (ppt) |
Case 2. Market Sizing: Laundry Detergent Market (pdf); (doc) |
Google Ninja: Search Tips; IBISWorld Industry Reports |
|
Analytics Project: Model Development (pdf); (ppt) |
Sample Project: Promotion Allocation: (pdf); Sample Project: Forecasting: (pdf); Sample Project: Pricing: (pdf) |
Group Project Teamwork Skills; Tuckman's Team Model |
Working in Groups (4:35) |
Analytics Technologies
"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill