ADGR8120 · Advancing Studies

Business and Marketing Analytics

ADV

As industries become increasingly competitive, companies rely more and more on marketing to attract buyers and prove the value of their spend from brand awareness to impact on revenues. Doing so in todays digital world requires a clear understanding and management of metrics and analytics. The Internet promises to revolutionize the dynamics of international commerce and permits new types of measurement tools that will expand the data available to marketers, including advertising measurement and customer profiling. This course will provide students with the main tools to lead marketing performance and help them answer key questions such as: How can I lead marketing performance by designing the appropriate metrics? What are the most important marketing metrics and analytics for me to use? How can I measure my various marketing programs impact on revenue and profit? How can I best communicate marketing results with my executive team and board?