Handbook

Marketing data available to firms grow exponentially. Firms that possess the marketing analytical skills to navigate data-rich environments and to exploit such data are taking the lead while firms that do not have those skills are increasingly left behind. Currently, marketing analytics skills are very scarce on the job market, yet increasingly high in demand. This course provides opportunity for students to integrate their marketing analytical skills and marketing concepts in a capstone project. This course focuses on both marketing theory and practice in analysing business problems and generating solutions from a marketing perspective, enhancing student learning in marketing analytics.