Marketing Analytics

AY2024/2025 Semester 2

This course aims to introduce you to several analytics tools that are applied for marketing decisions. After completion of the course you should be equipped with the conceptual and technical knowledge on how and when to apply these tools in solving marketing decision problems. The course is suitable for second year students enrolled in any business program. The course is also suitable for non-business students interested in marketing analytics. Exposure to introductory statistics or equivalent is necessary. The course will equip the students with the foundational to intermediate level skills on marketing analytics, and will facilitate immersion into a career in marketing analytics, marketing research and brand management, should they choose to do so.