BUS 628 - Applied Marketing Analytics, 3 credit hours

This course encompasses the collection and analysis of information from the web, including web-based surveys, web analytics, online communities, blog scraping, and web spiders to support marketing strategy and performance. Three areas will be examined: Data visualization of complex data and models for discerning patterns using graphical representations; Network analysis of social media and mobile data for actionable strategic insights, and Website Analytics data mining for measurement of offline marketing, channel performance, and return on marketing investment.