Advanced Marketing Analytics

Mark 488, LEC A04

When: Spring 2024, Mondays & Wednesdays 2:00 PM - 4:50 PM

Instructors: Tito Grillo

Description: This lab-based course focuses on scientific methods and data analysis techniques used in marketing and consumer behavior research, such as controlled experiments, various regression analysis techniques, classification methods, and prediction models. In most classes, students will receive datasets and data analysis challenges to solve together. With guidance from the instructor, students must figure out details about the study design that generated the data, prepare the datasets for the appropriate analysis techniques, code and run the analysis, and develop reports where they communicate and interpret the results.

This course is recommended to students interested in developing and exercising relevant quantitative skills widely employed to understand consumer behavior and in social research more broadly.

This course's primary data analysis software is R, but the use of other software (e.g., Python) is allowed during the challenges. While there are no formal prerequisites, it is highly recommended that students have basic coding and statistical analysis skills before taking this course.