NBAY 6030

Big Data in Marketing

Course Description

Course information provided by the Courses of Study 2019-2020.

This course is concerned with the new institutions that support marketing. The study of these institutions is important for several reasons. First, marketing managers need to decide who to partner with, and typically that means that they have to assemble what the industry calls a "stack" of marketing technology and advertising technology partners and suppliers. Second, the entrepreneurs who build these institutions need to know how they fit together in an ecosystem, how they collaborate and how they compete. Third there is a tension between the largest of these institutions, platforms like Google, Amazon, and Facebook, that offer themselves as fully integrated systems for the practice of data-driven marketing, and the rest of the institutional space, which contains large specialized firms such as Salesforce.com and smaller niche specialists. Marketers and investors should have a point of view on whether, or to what extent, the future lies with the giants of big data, sometimes called walled gardens, or the more open system of data flows among the niches.  In sum, the goal of the course is to introduce the institutions within which students of today will make their careers. Data science is being deployed within institutional settings, and it is vital to know how the system of firms works together.

When Offered Spring.

Permission Note Enrollment limited to: Cornell Tech students and Johnson Students studying at Cornell Tech.

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