BUS 444 - Marketing Analytics Consultancy

This objective of this course is to provide a context for students to deploy state-of-the-art analytical techniques, tools, concepts, and theories to real world problems. The key benefits are gaining practice and insights, and experience working with data to create value for firms. The course is most helpful to individuals who are targeting marketing management (whether brand, sales, or research and strategy) and general management positions, consultants, and entrepreneurs. Students will work in teams for various firms and agencies on marketing analytic problems ranging from forecasting and trend analysis, ROI and competitive analyses and a variety of customer acquisition, retention, and evaluation scenarios. This is an Implementation and Industry Elective with a significant experiential learning fieldwork component.


  • Marketing
  • Data and Decision Analytics