Customer & Campaign Analytics

Specialize in Customer & Campaign Analytics.

This Advanced Certificate of Achievement demonstrates a competence in customer & campaign analytics.

To earn it, an MSMA student must complete 7.5 credits. Students are required to take three of the courses below (each worth 2.5 credits): 

MKT 413: Applied Product Management

Product Management requires outstanding business skills, strong cross-functional leadership, and the ability to discover market/customer needs and to develop profitable solutions to meet those needs. It also requires a set of very specific applied skills, and this course is intended to develop those skills. The class will focus on three primary areas:
• Ensuring Market Driven Development
• Ideating and Developing/Testing Prototypes
• Building Market Driven Product Roadmaps/Leading an Agile Development Process

MKT 437: Digital Marketing Strategy

This course examines the major issues involved in marketing on the Internet. Among the topics studied are: new product opportunities on the Internet; the changed role of advertising; the Internet as a two-way communication medium with consumers; targeting individual consumers; word-of-mouth among consumers on the Internet; the Internet as a distribution channel; and marketing research on the Internet.

MKT 431: Consumer Behavior

The course studies buyer behavior in consumer and industrial markets. Topics include: culture, social class, consumer involvement, motivation, knowledge, attitudes and group decision making. Besides theory, the course also covers applications to product, advertising and pricing decisions.

MKT 451: Consumer and Brand Research

This course focuses on key marketing research topics related to consumer and brand measurement and the analysis of this information to generate insights leading to improved marketing decisions. Class time will consist of lectures by the professor and guests concerning key consumer measures and related analysis tools and methodologies. Topics include churn analysis and consumer lifetime value, discrete choice methods, segmentation and targeting methods, store scanner data measurement, sampling and scenario analysis. In conjunction with these topics, students will be introduced to associated R and Excel/Tableau programming and example data sets. The idea is to provide students with not just an understanding of what the key consumer and brand metrics, tools and methods are, but also provide experiences in designing research plans, analyzing relevant data sets and making managerially useful recommendations.

OMG 416: Project Management

The topics treated in this course span a wide spectrum of issues, concepts, systems, and techniques for managing projects effectively in today’s complex business environment. Students are led through a complete project life cycle, from requirements analysis and project definition to start-up, reviews, and phaseout. Important techniques for controlling project costs, schedules, and performance are studied. The course employs a combination of lectures, case analyses, business project simulations, videos, Internet resources, and group discussions to develop the conceptual understanding and operational skills needed for effective managerial role performance.