BUS 339 - Marketing Analytics and Artificial Intelligence

Marketing analytics is both an art and science to understand internal or external data patterns and predict and improve marketing performance. Students will learn what analytics is, some of the analytics (e.g., Google Analytics, Facebook Ads, Talkwalker, Tableau) and the benefits of taking an analytics-based approach to decision making. The course also discussed Artificial Intelligence tools (e.g., ChatGPT, DALL-E, symon.ai), their application for marketing and the ethical considerations and challenges.

Prerequisite(s): INB 337 and MGT 330