MKTG 763 (1ON) - Marketing Analytics

Marketing Analytics

Durham   Paul College of Business&Econ :: Marketing
Online Course Delivery Method: Online (no campus visits), EUNH
Credits: 4.0
Term: Summer 2020 - Summer Session I (05/18/2020 - 06/19/2020)
Grade Mode: Letter Grading
Class Size:   40  
CRN: 70560
Marketing Analytics introduces students to the fascinating world of marketing analytics. It provides a broad perspective on product, consumer, marketing-mix, and digital analytics areas. It blends the art and science of marketing and orients students to the systematic use of data and empirical models, which enhance the decision-making of a company about its customers, competitors, and the industry. Prereq: ADMN 585 or HMGT 600. Pre- or Coreq: ADMN 580.
Only listed colleges in section: Paul College of Business&Econ
Only listed classes in section: Junior, Senior
Instructors: STAFF

Times & Locations

Start Date End Date Days Time Location
5/18/2020 6/19/2020 Hours Arranged ONLINE
Additional Course Details: 


Dear Students:

I encourage you to take full advantage of the opportunities offered during the summer term. One of the courses offered by the marketing department during the summer is MKTG 763 Marketing Analytics (Online Summer Session I - CRN 70560). This course will provide you with the skills needed to make intelligent and critical use of marketing data, and reports based on those data. We will study various tools for generating marketing insights from empirical data in such areas as segmentation, targeting and positioning, customer lifetime analysis, customer choice, and product and price decisions using conjoint analysis. It is also aimed at providing students with the background needed to begin to work in a marketing analytics position within a corporation, a consulting firm, or a marketing research firm. This will be a hands-on course based on the Marketing Engineering approach and Enginius spreadsheet-based software, in which you apply the tools studied to actual business situations.


  • The U.S. Bureau of Labor Statistics predicts that there will be a 24 percent increase in demand for professionals with management analysis skills over the next eight years
    • McKinsey Global Institute Predicts there will be a 3 shortage of talent necessary for organizations to take advantage of Big Data.
    • By 2023, the United States alone could face a shortage of 190,000 to 250,000 people with deep analytical skills as well as 2.5 million managers and analysts with the know-how to use the analysis of analytics to make effective decisions.
    • The Bureau of Labor and Statistics (BLS) forecasts a 19% growth rate for Market Research Analysts through 2024.
  • This course is REQUIRED for marketing and entrepreneurial studies options. A great way to fill the requirement.

  • Particularly helpful for students planning double options that include marketing.

  • One does NOT need prior programming experience, as it is all spreadsheet base Enginius software for data analysis.

By the end of this course, you will learn how to extract information in the ways marketers are increasingly required to, for example, segment customers and markets, identify attractive targeting prospects, determine the best brand positioning in customers’ minds, develop new products that add value to consumers and firms, allocate marketing mix expenditures … and more.

Here is a short Welcome Video for you -

Best wishes,

Goksel Yalcinkaya

Professor of Marketing


For more information, contact Professor Goksel Yalcinkaya at