The Marketing Area offers courses specifically targeted to full-time students with an interest in marketing analytics. Sections are available to undergraduates BBAs and to full-time MBAs. Some have evening sections open to Evening MBA and Executive MBA students.
Students are strongly encouraged to take courses with a business analytics focus that are offered outside the Marketing Area. The ISOM (Information Systems and Operations Management) Area offers a number of relevant foundational courses in business analytics and a number of complementary courses with analytics components that would greatly benefit students with an interest in marketing analytics. The Accounting Area offers Managerial Accounting.
In the Marketing Area, complementary courses include Digital and Social Media Strategy (fall) and Product and Brand Management (spring).
The course is centered on the strategic marketing decisions made by organizations. Increasingly these decisions are made from a customer-centric perspective, often augmenting the traditional brand-centric perspective of most organizations. The course provides the relevant frameworks, tools, and processes to support this view including the effective management of CRM tools and web-based analytics.
The course focuses on using the insights generated from online activities to drive organizations' strategies. The course discusses common web metrics and the use of clickstream data to predict visitors' online behavior. The insights afforded by social media metrics and monitoring tools are also explored through applications such as monitoring brand sentiment in online conversations.
This course teaches students how to use marketplace data to make business decisions. The course has three major themes: taking general managerial problems and structuring them in terms of specific questions that can be researched; understanding primary and secondary sources of market/consumer insights, including issues in data collection; becoming familiar with specific techniques for analyzing market/consumer insights data once it has been collected and using those analyses to make better management decisions.
This is a project-based, experiential learning course. Students work in teams for various EmoryMAC 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 Module (part of the full-time MBA mid-semester module series) gives students hands-on experience using syndicated data to generate market insights, which in turn drive actionable category and product/brand plans.