**SYRACUSE UNIVERSITY WHITMAN SCHOOL OF MANAGEMENT**
**MAR 653 Marketing Analytics**
Course Overview and Learning Objectives:
This course will focus on developing marketing strategies and resource allocation decisions driven by quantitative analysis. Topics covered include market segmentation, market response models, customer profitability, product recommendation systems, churn predictions, media attribution models, and resource allocation. The course will draw on and extend students’ understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. The course will use a combination of cases, lectures, and a hands-on project to develop these skills.
Link to the full syllabus.