COURSE NUMBER: MBA263.1
COURSE TITLE: Marketing Analytics
UNITS OF CREDIT: 3 Units
INSTRUCTOR: Minjung Park
E-MAIL ADDRESS: mpark@haas.berkeley.edu
PREREQUISITE(S): MBA 206
CLASS FORMAT: Mixture between lectures, cases, projects, and
exercises
REQUIRED READINGS: Cases, course reader
BASIS FOR FINAL GRADE: Mixture between exercises, project, and
class participation
ABSTRACT OF COURSE'S
CONTENT AND OBJECTIVES:
Marketing Analytics
addresses how to use customer information and the technology to process it
(i.e. databases, analytics, computing systems) in order to learn about and
market to individual customers.
Advances in the
technology to process individual-level customer information have had major
effects for Marketing. Many firms now possess much more information about consumers'
choices and reactions to marketing campaigns than ever before. However, few
firms have the expertise to intelligently act on such information. The goal of
this course is to help students develop this expertise. Specifically, the
course will teach what it takes to collect, analyze, and act on customer
information. For example, we will use sophisticated targeting models to
increase marketing ROI in direct marketing campaigns. While we will use many
quantitative methods in the course, the goal is *not* to produce experts in
statistics. Instead, the goal is to train students to be able to comfortably
interact with and manage a marketing analytics team.
Marketing is going
through an evolution from having been primarily an art to becoming a science.
This course teaches students a crucial part of the "science" approach
to marketing. We will use a combination of lectures, cases, projects, and exercises
to learn the material. This course takes a very hands-on approach and equips
students with tools which can be used immediately on the job.
Frequently Asked
Questions:
Q: "How does
“Marketing Analytics” differ from "High-Tech Marketing"?"
A: The courses have no
overlap. 'High-Tech Marketing' is about marketing high-technology products.
"Marketing Analytics" is about using customer information and
"technology" (i.e. databases, analytics,computing systems)
to market to consumers.
Q: "How does "Marketing
Analytics" differ from "Marketing Research"?"
A: "Marketing
Research" is a broad course that introduces students to a variety of
research methods, such as psychological measurement, research design, survey
methods, experimentation, etc. In doing so, Marketing Research focuses strongly
on collecting data about consumers to understand their overall preferences. In
contrast, "Marketing Analytics" starts with the idea that you have a
(potentially huge) database containing each individual customer and teaches you
how to market to these customers using sophisticated techniques. The two
courses complement each other very well. However, you don't need one to take
the other.
Q: "Do I have to
know a lot of statistics to succeed?"
A: Absolutely not. While
we will use statistics to analyze customer information and many of the
assignments require you to use statistical techniques, all you need
will be introduced in class with plenty of opportunity to get familiar
with it.
CAREER FIELD: Marketing
BIOGRAPHICAL SKETCH:
Please check: http://facultybio.haas.berkeley.edu/faculty-list/park-minjung/