Applies data analytics to evaluate marketing performance and optimize campaign effectiveness.
About this course
MKTG 2660 Marketing Management Analytics moves beyond basic marketing principles to focus on the data that drives decisions. You will learn how to gather information from various marketing channels, clean that data, and turn it into actionable insights. The course emphasizes practical application, using real-world scenarios to evaluate how well campaigns are performing.
You will explore key performance indicators and learn to visualize data so that it is easy for stakeholders to understand. By the end of the term, you will be able to recommend specific adjustments to marketing strategies based on evidence rather than intuition.
Who takes this course
This course is an elective for students in the Marketing Management program. It is also open to students in other programs within the School of Business & Media who wish to strengthen their analytical skills.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Collect and clean marketing data from digital and traditional sources
- Analyze customer behaviour patterns to identify trends and opportunities
- Measure campaign performance using key performance indicators
- Visualize data insights for stakeholders using standard tools
- Recommend data-driven adjustments to improve marketing outcomes
Evaluation
| Component | Weight (%) |
| Midterm exam | 25 |
| Group data analysis project | 35 |
| Final exam | 40 |