BU 702

This Data-Driven Marketing course aims to equip students with the skills to generate actionable insights from data analytics for effective marketing strategy formulation. Going beyond mere data visualization and results interpretation, the course emphasizes "hard" skills that have significant career value. Students will engage with a mix of mainstream marketing analytics and emerging applications, making it ideal for those aspiring to careers in business consulting, management analytics, and marketing/branding operations. Upon completion, the course prepares students to seamlessly combine business sense, domain knowledge, and solid analytics skills in various fields such as new product management, retail operations, customer relationship management, brand marketing, and market segmentation.