MARK 445 - Marketing Data Analytics

Credits: 3 Total Hours: 60

Students will apply tools and techniques for the collection, analysis and management of data, and the communication of data-driven intelligence within the marketing function. The application of analytical processes and methods, statistical modelling, data storytelling and visualization tools prepare students to use analytics to better evaluate the effectiveness of the marketing mix, understand customer behaviour and build lifetime customer value. Students will explore the influence and ethical considerations of Artificial Intelligence (AI) and Machine Learning (ML).

Prerequisites
All of:

C in BUS 231
C in MARK 210

And one of:

C in MARK 220
C in MARK 233

All of:

Bachelor degree from a recognized post-secondary institution

And one of:

C in BUS 231
C in MARK 210