DA 430 Marketing Analytics • 5 Cr.


This course introduces a quantitatively oriented view of marketing strategy and provides tools and methods to leverage data to inform marketing strategies. Topics may include a variety of marketing analytics strategic models and metrics such as competitive analysis, segmentation, targeting and positioning. The focus will be on real world examples from a variety of sources and using statistical software. Prerequisite: DA 310 with a C or better, or permission of the instructor.


After completing this class, students should be able to:

  • Identify the common marketing strategies, and their advantages and limitations.
  • Identify common mathematical/statistical models used in marketing analytics
  • Apply mathematical/statistical models to support marketing decisions
  • Choose appropriate metrics and analysis technique for a real-world scenario
  • Formulate, fit, and apply the appropriate model
  • Evaluate the consequences of marketing decisions systematically and analytically.
  • Interpret results and clearly state conclusions in reports and presentations with close attention to detail and showing knowledge of data extraction and evaluation methods from previous classes