Finalcoursecatalog7.6.20

Marketing and
Data Analytics
COURSE DELIVERY:
01/08/21 - 01/09/21
COURSE TITLE
Inform Your Decision-Making: Sleuthing with Data
to Analyze the Competitive Environment and Gain
Critical Information
DESCRIPTION
DESCRIPTION
This course will introduce you to the fundamentals of primary
and secondary data analysis with the aim of applying analytic
techniques used by marketers to transform data into decisionmaking
information. The course will instruct you in the concepts,
methods, and applications of these research practices. A variety
of research approaches will be examined, including methods for
collecting primary research as well as analytical methods applied
to both primary and secondary data. The use of secondary data
from numerous data sources to inform marketing decisions has
become more widely accepted in business practice.
LEARNING OUTCOMES
1. Learn the primary marketing research design
approaches.
2. Review basic data tabulation and basic statistical
analysis.
3. Understand regression analysis in the context of
predictive analytics.
4. Learn cluster analysis in the context of
segmentation and targeting.
Professor Gina Slejko holds a Bachelor of Arts in economics from the University
of Colorado Boulder (2002) and a Ph.D. in marketing from the Leeds School
of Business at the University of Colorado Boulder (2009). Gina’s expertise is in
consumer behavior and her research efforts focus on topics of consumer wellness,
and sensory marketing. Her research appears in the Journal of Consumer
Research, the Journal of Marketing, the Journal of Consumer Psychology, Health
Psychology, Food Quality and Preference, Appetite and has appeared in media
outlets including The Wall Street Journal, BBC News, The Telegraph, Boston
Globe, and NPR.com.
In her consulting, Gina focuses on the use of straight-forward analytical methods
to help companies leverage the data they have to make better business decisions.
She currently teaches these analytical methods in Marketing Research and
Marketing Analytics in the undergraduate program at the College of Business as
well as in the Data Analytics Specialization of the MBA.
Instructor: Dr. Gina Slejko
10 College of Business