Teaching

MKTG 3740. Marketing Analysis (Syllabus)

This course investigates the acquisition, presentation, and application of marketing information for management. After completing this course, students will be able to

• use appropriate marketing research designs and data collection methods to solve given marketing research questions

• identify and apply appropriate statistical methods for given marketing research problems, interpret the results, and suggest managerial implications based on the findings

• understand elements of effective research presentations

MKTG 5721. Digital Marketing Strategies and Measurement (Syllabus)

The internet presents unique challenges and opportunities for companies. This course aims to provide the theoretical as well as practical understanding of the Internet marketplace necessary to adapt to its many changes. The following topics are covered: (1) an overview of the digital industry landscape and online consumer behavior; (2) digital marketing strategies (e.g., paid search advertising, display advertising, search engine optimization) to communicate value to consumers; and (3) analytics to measure digital marketing effectiveness. This course uses three pedagogical tools to achieve the goal: (1) lectures that cover basic concepts and theories of digital marketing; (2) business cases that apply the concepts/theories to real-world online marketing problems; and (3) a business simulation game that focuses on digital marketing communication strategies and tactics.

MKTG 5740. Marketing and Business Analytics (Syllabus)

The overarching goal of this course is to equip students with analytical thinking skills. Specifically, after completing the course students will be able to:

• identify business problems within a given analytics context

• translate the business problems into analytical questions

• solve analytical questions using analytics and statistical methods

• provide business insights from analytical solutions to help managers