MKT 356. Marketing Metrics and Insights (3)

Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites for business majors. This course emphasizes analytical skills with practical applications and developing actionable insights. Students acquire extensive hands-on experience using metrics-driven techniques to support marketing decisions. Topics include marketing metrics frameworks; data processing techniques and tools; database management of customers and segments; analysis of email, social media and ad campaigns; recency, frequency, monetary (RFM) analysis; and A/B testing.