MKTG-731: Data-Driven Marketing Management

This course explores the strategic role of marketing analytics in shaping marketing strategy and guiding management decisions to enhance business performance and competitive advantage. Students will examine how data-driven insights inform the development of marketing strategies and the ongoing management of marketing activities to ensure effective decision-making at every stage. The course covers advanced statistical analyses and marketing analytics techniques and applications to equip students with the skills to interpret data, optimize campaigns, and refine marketing strategies in response to evolving consumer behaviors and market conditions.