Johns Hopkins University 2 credits Marketing
This course introduces students to the modern practice of customer analytics. Its main goal is to illustrate how marketing practitioners can improve decision-making by leveraging scientific approaches in the analysis of big data. Leading analytical techniques and data structures are illustrated in the context of their most prominent applications. For example, predicting customer responses to marketing campaigns, and managing customer churn. The class has a strong “hands on” component, enabled by several in-class examples and group assignments (implemented on Microsoft Excel and the statistical language “R”). Students are not expected to become expert programmers or statisticians, but to acquire basic skills and knowledge to orchestrate an effective analytics strategy, given the firm’s goals. Prerequisite(s): (BU.510.601 OR BU.914.610 OR BU.920.621 OR PH.140.611 OR PH.140.621 OR AS.440.605 OR AS.410.645) AND (BU.410.620 OR BU.911.610 OR BU.920.605)(Please note that MS Business Analytics and Artificial Intelligence students are exempt from this prerequisite requirement).
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