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Course overview:Marketing AnalyticsHans BaumgartnerSmeal Chair Professor of Marketing
Course Overview: Marketing AnalyticsThe web site for this course is:http://www.personal.psu.edu/jxb14/MA/
Course Overview: Marketing AnalyticsCANVAS
Course Overview: Marketing AnalyticsContact information482 Business Building(814) 863-3559HansBaumgartner@psu.eduOffice hours: M/W 1:30-3:00 orby appointment
Course Overview: Marketing AnalyticsCourse objectives Introduction to marketing analytics We’ll study tools for generating marketing insights fromempirical data in such areas as segmentation, targetingand positioning, satisfaction management, customerlifetime analysis, customer choice, product and pricedecisions using conjoint analysis, and text analysis andsearch analytics. Hands-on course based on the Marketing Engineering(Enginius) approach and Excel software We’ll use in-class exercises and case analyses, andyou’ll complete a group project in which you collect andanalyze data or introduce your fellow students to amarketing analytics technique not studied in class.
Course Overview: Marketing AnalyticsLearning goals Upon completion of this course, students will know howto conduct segmentation, targeting, and positioninganalyses, measure customer satisfaction, analyzecustomer lifetime value, investigate customers’ choicebehavior using choice models and conjoint analysis, andconducting text analyses. More generally, students will acquire an appreciation forhow marketing analytics and a Marketing Engineeringapproach can enhance the quality of marketing decisionmaking.
Course Overview: Marketing AnalyticsCourse details Course materials: See the Course Schedule for topics and assignments Overheads in pptx and pdf format Textbook: LRB (available from the Enginius website) Excel with Analysis ToolPak and Enginius Readings on Electronic Reserve Other materials available on the course website orthrough the Enginius portal (including the cases) Preparation for class: Do the readings and other assignmentsDownload the overheads before class
Course Overview: Marketing AnalyticsCourse details (cont’d) Attend class regularly and participate actively In-class exercises: You don’t have to hand in anything, but you may becalled upon to discuss your findings Case discussions: Six casesOne team will give a 20-minute presentation (andhand in copies of the overheads)All teams will prepare each case, discuss the case(following the presentation), and hand in a 5-pageexecutive summary at the beginning of the class inwhich the case is being discussed
Course Overview: Marketing AnalyticsCourse details (cont’d) Team project Each team will do a group project and give a 25-minutepresentation Two options for the team project A project proposal is due on October 27 and the projecthas to be finalized by the first week of November Grade is based on the presentation and written materials(presentation and 5-page executive summary) Grading: Cases (60%)Team project (25%)Attendance and participation (15%)
Course Overview: Marketing AnalyticsCourse details (cont’d) Academic integrityAffirmative action & sexual harassmentStudents with disabilitiesPenn State valuesIndex cards: name and recent picturesemester standingcareer objectives and more general interests
Course Overview: Marketing AnalyticsOur contract My promise to you Your promise to me and the other students in thisclass
Course Overview: Marketing AnalyticsNext class Obtain the Enginius license you have already received an E-mail with instructions Install Excel software ExcelAnalysisToolPak.pdf Excel review ExcelReview-LiquidLaundry.pdf andLiquidLaundry.xlsx IntroductionToQualtrics.pdf Questions?
Course Overview: Marketing Analytics Course details Course materials: See the Course Schedule for topics and assignments Overheads in pptx and pdf format Textbook: LRB (available from the Enginius website) Excel with Analysis ToolPak and Enginius Readings on Electronic Reserve Other materials available on the course website or through the Enginius portal (including the cases)
