Teaching

MKTG 3742. Marketing Analytics with AI

In this course, students learn how to design and conduct marketing research projects using Generative AI (GenAI) to support data analysis, visualization, and interpretation. Students learn various marketing analysis techniques alongside GenAI tools for data collection, statistical modeling, and insight generation. Through hands-on exercises with large language models, students gain practical experience in leveraging AI for survey design, data interpretation, and report writing while developing the critical thinking needed to evaluate and refine AI-assisted outputs. 

MKTG 5721. Digital Marketing Strategies and Measurement

This course equips students with the knowledge and skills to navigate the dynamic digital marketing landscape and become a strategic leader. After completing this course, students will be able to:

1. Decode New Consumer Behaviors

• Analyze the impact of the internet on consumer behavior: Understand how consumers research, shop, and interact with brands online. Deconstruct emerging trends like showrooming and the spread of electronic word-of-mouth.

• Develop effective marketing strategies: Formulate proactive strategies to address consumer behaviors and maximize engagement in the digital domain.

2. Master Powerful Digital Marketing Tools

• Evaluate and develop paid search, display advertising, and search engine optimization strategies: Analyze the effectiveness of these critical digital channels and develop data-driven strategies for optimization.

• Harness the power of social media marketing: Master the art of social media engagement and leverage social media for effective marketing campaigns.

• Explore the potential of generative AI: Understand the capabilities and implications of generative AI in the marketing landscape and identify its potential applications to enhance your campaigns.

3. Stay Ahead of the Curve with Emerging Technologies

• Gain insights into cutting-edge digital marketing technologies: Stay informed about the latest trends and innovations in the field, including AI-powered solutions, personalized marketing, and immersive technologies.

• Analyze the managerial implications of emerging technologies: Develop a strategic understanding of how these technologies can impact business and marketing strategies.

MKTG 5741. Applied Marketing Analytics with AI

This course provides an in-depth, practical exploration of marketing analytics, equipping students with the skills necessary to analyze and interpret marketing data. Students will gain proficiency in data-driven methodologies for marketing decision-making, including A/B testing, regression and marketing mix modeling, data-driven segmentation and new product development, customer lifetime value estimation, and ROI computation. The course uses Gen AI for data analytics, covering how it can enhance data-driven decision-making for marketing while discussing its limitations. 

This course helps students to:

• Develop analytical thinking for data-driven marketing decisions

• Master various marketing analytics techniques and methods, including marketing mix modeling, A/B testing, cluster analysis, conjoint analysis, and customer lifetime value models

• Apply analytics in real-world marketing contexts and extract actionable insights

• Use AI to analyze data and make marketing decisions

• Evaluate the strengths and weaknesses of AI for marketing data analysis and decision making