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Core Courses
Marketing Strategy (Market-Based Management)
3 credits | BUMK720
Introduces students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. A significant part of the course involves a competitive computer-based simulation in which student teams leverage marketing data and metrics to make marketing decisions for an organization that is competing in a market against other student teams in the class.
Customer Analytics
3 credits | BUMK724
Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats.
Marketing Analytics for Consulting
3 credits | BUMK742
The analysis of marketing data needed for profitable marketing decisions. Advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.
Statistical Programming for Customer Analytics
3 credits | BUMK726
Provides students with a foundation in probability and statistics with a focus on marketing and business applications. It also gives students a foundation for thinking in both likelihood and Bayesian frameworks. The course teaches students the basics of programming and its use in statistical analyses (e.g., hypothesis testing, linear regression). Additional topics covered include data structure, data management, and data visualization.
Business Policies and Ethics
2 credits | BUMK760
The standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.
Business Communications
1 credit | BUMK758G
Teaches students how to communicate quantitative information effectively. Focuses on developing written, spoken and presentation skills.
Marketing Research and Analytics
3 credits | BUMK744
Provides a review of primary data collection methods for marketing data. Students will learn how to design and implement effective confirmatory research. Both direct methods such as surveys and indirect methods such as experiments will be covered. In this hands-on course, students will design and conduct research with target customers, analyze the data, and then present their results to decision makers.
Data Science for Customer Analytics
3 credits | BUMK746
An introduction to data science and the basic concepts of database management. The course also provides an overview of the various sources of in-house data that are available to many organizations. Students will learn how to work with click stream, scanner panel and social media data. Geo-demographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention.
Electives
CRM Analytics
2 credits | BUMK758R
Customer Relationship Marketing (CRM) Analytics focuses on selective acquisition, development and retention of customers aided by developments in information technology and analytics - databases, online channels, social media, mobile technologies, and marketing analytics - with the objective of increasing a firm's customer equity (firm's value). This course will focus on the conceptual foundations of customer equity and relationship management, their strategic implications, and implementations in both B-2-B and B-2-C contexts, especially in the emerging era of big data. The course will provide insights into the role of measuring and managing customer equity and customer loyalty using online and offline media and channels. The objective of the course is to examine the strategic and analytical aspects in equal measure so that participants will have a deeper understanding of the power of customer equity and customer analytics, and how to put it to work effectively using data, big or small.
Digital Analytics
2 credits | BUMK766
Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention is devoted to the tools and techniques unique to the electronic media.
Pricing Analytics and Strategies
2 credits | BUMK773
The economic and behavioral aspects of pricing and the evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing. The course will cover both B2B, B2C, online and offline markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises, practitioner guest lectures and discussions.
Action Learning Project
2 credits| BUMK776
Students work with data sets from companies on actual problems being faced by those firms. Students analyze marketing data, interpret the results, report their findings and provide appropriate recommendations.
