Courses

Marketing Analytics: This page provides course content for marketing analytics courses.

Password-Protected: This page requires a password to access the complete content. Only a sample set of content is provided on this page. To obtain the password, please contact us via the Contact page.

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.

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	Business Research Basics (9:59); Finding NAICS Codes (2:24); Porter 5 Forces Model (13:12); Quick Market Metrics (6:00)
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

Course Content	Case Studies	Web Resources	Videos
Technology: Category Overview (pdf); (ppt)
Technology: Competitive Analysis Tools (pdf); (ppt)
Technology: Data Analysis Software: SAS, SPSS, R (pdf); (ppt)	R Download (Free): R for Microsoft; R for Apple	"The Popularity of Data Analysis Software"; R to Surpass SAS and SPSS by 2015?	Lynda: SPSS (5 hr 5 min); Coursera: Computing for Data Analysis (with R); Getting Started with R (16:30); Regression in R (16:40)
Technology: Data Visualization (pdf); (ppt)	Sample Data Sets; Dataset: Aircraft Bird Strikes (xlsx, 10MB, from FAA); Sample Tableau Visualization		Tableau Training Videos; Intro to Tableau Public (9:50)
Technology: Marketing Automation (pdf)		Forbes: Zeroing In On Leads with Pardot; Must-have emails for marketing automation	Pardot Overview (2:12)
Technology: Market Research	Survey Monkey Tutorials: Creating Surveys; Collecting Responses; Analyzing Results	Online Survey Best Practices	Design Best Practices (16:05); Question Types (11:40); Creating Surveys (1:01)
Technology: Microsoft Excel	Excel Tutorials: Up to Speed; Entering Formulas; Creating Charts; Pivot Tables I	Mac Add-In for Analysis ToolPak: AnalystSoft StatPlus; Mac Add-In for Solver: Frontline Solver; Windows Add-In: Analysis ToolPak: Loading instructions; Tutorial; Windows Add-In: Solver: Loading instructions; Tutorial	Installing StatPlus for Apple Mac; Using StatPlus for Apple Mac
Technology: Social Media Measurement (pdf); (ppt)		AdAge: Social Media Impact on Sales	Social Media Analytics (6:21)
Technology: Structured Query Language (SQL) (pdf); (ppt)	Dataset: MySQL Sample Databases (link)	Download MySQL Community Server(Windows and Mac)	What is Database & SQL?(6:19); Introduction to MySQL(3:07); MySQL for Excel(4:41)