Executive MBA Class Visit (Miami) | Marketing Analytics

Florian Zettelmeyer

Marketing
Nancy L. Ertle Professor of Marketing
Faculty Director, Program on Data Analytics at Kellogg

Marketing Analytics: Leading with Big Data
Big data and analytics represent a huge opportunity for today's business leaders and are of critical importance to marketing. This class will teach senior leaders how to leverage the value and insights of the work done in data science to transform their organization. Big data and analytics is not a technology or data science problem; it's a leadership problem that can and must be solved by leaders. Executives equipped with a working knowledge of data science can massively improve marketing, create operating efficiencies, build new business models, disrupt the competitive status quo of industry and spark innovation. This class will deliver sophisticated data analytics in an easy-to-understand, accessible manner. The content will focus on marketing applications such as pricing, promotion, churn management and memberships (e.g., Amazon Prime). You'll come away equipped with the knowledge you need to seize opportunities that data analytics presents, tools required to put data to practical use and insights to leverage analytics for increased efficiency, productivity or new business opportunities. A solid understanding of Microsoft Excel is required for this course.