University at Buffalo 3 credits Management Marketing
This course offers an applied introduction to marketing analytics, focusing on how data and quantitative reasoning enhance decision-making in areas such as customer acquisition, retention, pricing, and promotion. Students will learn to use R to manage, visualize, and analyze marketing data, linking analytical techniques to strategic insights through a hands-on, “learning-by-doing” approach. Key topics include data visualization, exploratory analysis, A/B testing, segmentation, and regression modeling. By the end of the course, students will be able to structure analytical problems, apply appropriate methods, and communicate data-driven insights effectively. Prerequisites: MGM 120 or MGM 301, MGM 303, School of Management majors and Marketing minors only.
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