AEM 4321

Data Visualization and Marketing Analytics

Course Description

Course information provided by the Courses of Study 2017-2018.

Firms are collecting extensive information (Big Data!) about consumers' choices under different scenarios, but few firms have the expertise to intelligently act on such information. In this course, student will learn how to use state-of-the-art data tools (R, Python, Tableau) to collect, analyze, visualize and communicate data. A special emphasis will be placed on understanding how to display data for precise, effective, and quick analysis.

When Offered Fall, spring.

Prerequisites/Corequisites Prerequisite: AEM 2420 or AEM 2400, AEM 2100; or equivalents, and an introductory programming course.

• Develop a better understanding of quantitative marketing
• Demonstrate state-of-the-art data visualization tools
• Explain the value of testing and experimentation
• Communicate and defend their insights
• Critically examine and build upon the recommendations of classmates, both quantitatively and qualitatively

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