AEM 4435

Data Driven Marketing

Course Description

Course information provided by the 2025-2026 Catalog.

This course deals with the use of data to make marketing decisions. It introduces concepts, methods, and applications of analytics to products, markets, and marketing actions. Unlike marketing courses that focus on conceptual material, this course will provide skills to translate conceptual understanding into specific operational plans - a skill in increasing demand in organizations today.

Prerequisites REF-FA25 AEM 2100, AEM 2420, AEM 2010, or equivalent.

Last 3 terms offered 2024FA, 2023FA, 2022FA

Learning Outcomes REF-FA25

• Develop appreciation for the value of evidence-based decision making in marketing.
• Use the vocabulary of marketing analytics.
• Develop and apply common analytical tools in marketing.
• Utilize the findings from analytical models to improve marketing decisions in business situations.

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