The focus of this course would be to stay up-to-date with cutting edge academic research in the field of marketing analytics. Students would read and discuss current literature that develops and applies methods for optimizing digital marketing communications, evaluating the impact of digital marketing strategies, and performing market research through the analysis of secondary social media data. Students would need to be reasonably well-versed in a variety of analytics approaches coming in and capable of learning new methods that appear in the literature through self-study. The emphasis would be on critical discussion of cutting-edge marketing analytics techniques and application, self-study of methods and current digital platforms to keep pace with trends and breakthroughs in the field, and research idea generation.
[(MSC 511, MSC 512, MSC 513, MSC 514, MSC 515, and MSC 516)]