Emory Marketing Analytics Center

Student Opportunities

Emory Marketing Analytics Center

Leveraging Real Data For Real Results

Goizueta is prized for its innovative applied learning techniques. A hands-on approach leads to the development of data scientists, an emerging breed of "numbers nerds" who calculate the solutions and ask the right questions.

The Marketing Analytics Fellows program provides opportunities for MBA students to be a vital part of the analytics community at Goizueta. Students have the opportunity to help plan and conduct the annual Marketing Analytics Conference. This involves working with our alumni board to identify topics and speakers for the conference, and helping with conference logistics and publicity. There are also opportunities to engage in faculty and center research projects. 

The curriculum provides plentiful opportunities for students to develop skills needed to be a successful analytics practitioner or consultant, or to be a manager who can “speak” the language of analytics. The cornerstone of the program is the Marketing Analytics Consultancy (BUS 544) course offered through the IMPACT experiential learning program. In this course, student teams are matched with a company interested in driving strategy through analytics. Past project sponsors have included IHG, the Atlanta Braves, The Athlete’s Foot, SunTrust, UPS, and Atlanta United.

Analytics Curriculum

Prerequisites 

 

  • MKT 340 Marketing Management
  • ISOM 350 Data and Decision Analytics

 

 

This course will help you make better business decisions by giving you the tools to analyze marketplace data and to understand how data analysis tools can be used to guide and inform corporate direction. While the course provides insight into how to actually conduct research, its focus is on providing the needed background for future managers who will be the ultimate users of the data, and who will determine the scope and direction of research conducted. The skills learned are particularly valuable for students planning careers in marketing or strategic consulting, or as entrepreneurs, and is a fundamental function in industries such as consumer packaged goods, entertainment, financial services, and sports management. This course is a marketing knowledge and tools elective designed to build students’ analysis and insight toolkit.

 

The goal of the course is to familiarize students with the digital media landscape as it relates to marketing strategy. As digital marketing tactics become more common among organizations, digital strategy will become integrated into the broader marketing strategy. To this end, the course is roughly divided into three main parts: (1) understanding online behavior, (2) understanding social media, and (3) incorporating social media into marketing strategy. 

Prerequisites

 

  • ​MKT 342 Marketing Intelligence and Customer Insights; completed or taken concurrently, or permission from the instructor.

 

While more powerful tools may be available in some organizations, the ubiquity of Excel makes comfort with it an essential business skill. This course develops students’ familiarity with Microsoft Excel as a tool for analyzing business problems. No prior experience with Excel is necessary. Drawing on commonly encountered marketing scenarios, tools are developed using Microsoft Excel to provide guidance to support managerial decisions. Among the topics discussed are customer valuation, pricing, forecasting, and the analysis of survey data.

Format: Lectures and discussion, hands-on lab exercises.

This course will explore issues associated with the emerging forms of applications and services changing software ecosystems and commerce interactions. We will involve both design and development of real apps, gizmos, and widgets. This course will enable students to learn the design, development, and distribution of the small and the many, and leave with a portfolio, not just a certificate. This will be a workshop/project-oriented course and participants will work on themed projects in app development, including work with Emory Communications, the Halle Institute, and other Emory schools and centers. In addition, participants will lead and contribute to themes at an Emory App Fair on mobile applications.

Prerequisites

 

  • ​MKT 340 Marketing Management

 

Teams work with partner companies on data-intensive marketing projects. The key questions addressed in the projects focus on central issues in marketing, such as segmentation and targeting, pricing, customer retention, marketing ROI, and demand forecasting. Students receive hands-on faculty guidance in creating marketing models, analyzing data, and extracting insights. Deliverables include a final presentation to the partner company.

Prerequisites

 

  • MKT 340 Marketing Management

 

In this course, we will consider the topics of marketing strategy and customer relationship management. Classic Marketing Strategy emphasizes the selection of customer segments and the determination of the appropriate positioning of the product or brand. Customer Relationship Management has grown in popularity over the past decade as firms have gained the ability to implement marketing strategies at the level of micro segments or individual customers. In addition, we will emphasize how firms can develop and use information to support brand and customer strategies. The course is designed as a lab course in that the course will stress an active approach to learning. For example, student teams will compete via the Markstrat simulation, and we will have a CRM project based on a “real world” challenge currently faced by a local consultancy. The course is also part of the marketing analytics concentration. As such, we will also use a number of cases and assignments that involve analysis of market and customer data.

The goal of the course is to familiarize students the digital media landscape as it relates to marketing strategy. As digital marketing tactics become more common among organizations, digital strategy will become integrated into the broader marketing strategy. To this end, the course is roughly divided into three main parts: understanding online behavior, understanding social media, and incorporating social media into marketing strategy. 

Consult the course catalog for description.

The course will explore issues associated with the emerging types of applications and services changing forms of software ecosystems and commerce interactions. We will involve both design and development of real apps, gizmos, widgets. Engage in New Software Environments: With the assistance and experience of actual app developers, we will explore the design and creations of these "snack-size "applications for mobile and desktop environments. The course will consider the opportunities for new patterns of communication between organizations and their mobile stakeholders 

Why does a Toyota make both the Corolla and Camry, and how is the price differential between the two products decided? If you think pricing cars was difficult, consider how Microsoft decides to create two versions of the same digital product, XP professional and XP home, where marginal cost of production is zero! Does it not make sense to create one version then? How does piracy affect this decision?

This course introduces students to the economics of online markets in general and digital products in particular. Topics covered include network economics, pricing strategies, segmentation and versioning for digital products, and impact of bundling services. Students are introduced to both analytical models as well as empirical analysis using real world data from the entertainment industry. The course will build on your basic exposure to decision analysis and economics to include advanced topics and concepts of standards competition, lock-in strategies, etc. The course will require knowledge of basic math/calculus and statistics, as well as familiarity with Excel/XLstat. We will take a practice oriented approach where theory and case studies will be combined with a number of industry speakers.

Overviews various types of syndicated data used by marketers.The course is run as a lab. Students analyze various syndicated datasets (e.g., consumer packaged goods scanner data) to generate actionable insights.This is a mid-semester module.

This course is the capstone field course for students specializing in marketing analytics. Prerequisites include successful completion of both BUS 542 Market Intelligence of BUS 643 Customer Relationship Management or the permission of the instructor. Students will work in teams for various firms and agencies on marketing analytic problems ranging from forecasting and trend analysis, ROI and competitive analysis and a variety of customer acquisition, retention, and evaluation scenarios.

In this course, we will consider the topics of marketing strategy and customer relationship management. Classic Marketing Strategy emphasizes the selection of customer segments and the determination of the appropriate positioning of the product or brand. Customer Relationship Management has grown in popularity over the past decade as firms have gained the ability to implement marketing strategies at the level of micro segments or individual customers. In addition, in this course we will emphasize how firms can develop and use information to support brand and customer strategies.
 

In most settings, individual decisions are not made in isolation. Multiple decisions must be made simultaneously and involve judgments that can be described as inherently limited, interdependent, or prone to considerable uncertainty with regard to outcomes (often all three).

Question: In an ever more demanding business climate where critical decisions need to be made within shorter and shorter time windows, how do effective managers get a handle on these complex decision environments, let alone come up with good solutions? Answer: They develop or customize analytical tools and frameworks to get the job done. Increasingly, this involves leveraging the capabilities of familiar and accessible technologies. The effectiveness of such leverage is critically dependent on:

  • The ability to translate real-world problems into forms that such technologies can assist with,
  • The ability to portray/visualize these translations in ways that enhance the understanding of the dynamics of these problems,
  • The ability to structure mechanisms that derive suggested solutions to these problems, as well as describe the robustness of these solutions to sources of uncertainty,
  • The ability to clearly convey the justification and practicality of final solutions to others. Whereas these skills are often assumed to be distributed among multiple roles in a firm, managers competent in all four are certainly at an advantage in modern firms. The cherry on top of course is:
  • An ability to develop tools that are not only useful to the developer but also to the developer’s co-workers and/or clients.

This course is designed with the goal of equipping students with competencies in each of the above skill sets – the intended product being an individual capable of developing analytically rigorous decision support tools, catered to specific managerial environments, which can be easily handed off for robust application by a range of intended users in those environments.

Overviews various types of syndicated data used by marketers. The course is run as a lab. Students analyze various syndicated datasets (e.g., consumer pkg’d goods scanner data) to generate actionable insights.

GET INVOLVED

Emory Marketing Analytics Center

Meet the EmoryMAC Fellows and Alumni Board

Goizueta Business School alumni and student fellows discuss the importance of the work, connections, and learnings happening in marketing analytics.

Student Fellows

Student Fellows

The Marketing Analytics Fellows program provides opportunities for MBA students to be a vital part of the analytics community at Goizueta, including chances to support the annual conference and research projects.

Student Board

Advisory Board