This course is designed to help students understand the development of marketing data in the big data era and the value of such data in marketing decision making. Students will be introduced the broad range of marketing data available to businesses, ways to gain insights from the data and convert insights into profitable customer acquisition, retention and growth efforts. Important marketing data usages (e.g.,customer behavior prediction, customer value evaluation, social listening, etc.) are discussed using examples from different industries. Issues of data privacy and implementation challenges in big data marketing will also be explored.

CILO-1: Utilize marketing data in designing actionable marketing plans. CILO-2: Develop critical thinking and problem solving skills. CILO-3: Learn the team-work skills and communication skills (both oral and written communications) which are essential for business managers. CILO-4: Analyze marketing data in a systematic way with appropriate software toolkits. CILO-5: Estimate models to predict customer choices, retention, and customer lifetime values. CILO-6: Convert marketing data to insights, marketing decisions, and solutions to marketing problems.