·Data-driven decision making and rigor are important goals in the learning of marketing decision-making
Note: The digital version of the course schedule is provided for ease of access. For more details, please refer to the PDF versions of the syllabus and project guidelines available on Canvas.
The number one complaint of undergraduate students at is that they haven’t acquired a marketable “skill” coming out of college. If you feel this way, you’re in luck, as this course should help. In this course, you can acquire a “skill” that is marketable and that will hopefully help you understand data analytics as it applies to the development of marketing strategy and consumer behavior.
Over the years, one of my top priorities has been equipping my students with practical, hands-on skills they can showcase in national-level competitions and apply in their future careers. I am incredibly proud of my students for demonstrating exceptional analytical abilities, teamwork, and critical thinking while participating in various national and regional competitions.🌟
Ref: Young, 2024. CSUB teams win top prizes in National Marketing Research/Analytics Competition. https://news.csub.edu/csub-teams-win-top-prizes-in-national-marketing-researchanalytics-competition
Parker and Hashem, 2021.CSUB’s first team participated in 2021 Virtual Business Analytics Competition. https://news.csub.edu/csubs-first-team-participated-in-2021-virtual-business-analytics-competition
2021 Business Analytics Competition. https://manhattan.edu/academics/schools-and-departments/school-of-business/business-analytics-competition/previous/2021-bac.php
Luiz, 2022. CSUB holds first Digital Marketing and Business Analytics Hackathon. https://news.csub.edu/csub-holds-first-digital-marketing-and-business-analytics-hackathon.
(subject to changes)
| Week | Dates | Topics | Assignments |
|---|---|---|---|
| Week 1 | 1.20-1.27 | Data Science and Marketing | Discussion 1 |
| Week 2 | 1.27-2.03 | Exploratory Data Analysis | Discussion 2/Register for the Plot-n-Thon Event |
| Week 3 | 2.03-2.10 | Simple Linear Regression | Discussion3/DataCamp Certificate 1@ |
| Week 4 | 2.10-2.17 | Secondary Data Analysis-Dashboard Design | Discussion 4/Project Proposal |
| Week 5 | 2.17-2.24 | Advanced Data Visualization Methods | Project Report/**Trip to the Plot-n-Thon Event at CSUCI on 2/21-22** |
| Week 6 | 2.24-3.03 | Survey Development | Discussion 5 |
| Week 7 | 3.03-3.10 | The Avocado Case | Discussion 6/Assignment 1 |
| Week 8 | 3.10-3.17 | Survey Design & Distribution | Discussion 7 |
| Week 9 | 3.17-3.24 | Secondary Data Analysis-Dashboard Design | Mid-term Exam |
| Week 10 | 3.24-3.31 | Survey Distribution & Data Processing | Discussion 8/Assignment 2 |
| Week 11 | 3.31-4.07 | K-means Cluster analysis | Discussion 9/DataCamp Certificate 2@ |
| Week 12 | 4.07-4.11 | Perceptual Mapping | Assignment 3 |
| Week 13 | 4.14-4.20 | Spring Break | |
| Week 14 | 4.21-4.28 | Advanced topics | Discussion 11/group meetings |
| Week 15 | 4.28-5.05 | Course warp-up/Project presentations | project session/Assignment 4 |
| Week 16 | 5.05-5.12 | Self Reflections/Web Portfolio | Course wrap-up/Project presentations |
Note@: Your instructor may request a limited number of free coupons for you to earn DataCamp certificates by the start of week 2. All my previous students have successfully achieved certification through DataCamp by completing these self-paced online courses.
Tell me and I will forget, show me and I may remember; let me do it and I will understand. In a duration of 2 weeks time we remember only 90% of what we actually participate in. The more the involvement, the more we learn and remember in the long run. I hope that the course note will be a start-up point for you to take a deep dive into the art and science of marketing. If you have any suggestions for improvements, please get in touch with me.
“Differences of habit and language are nothing at all if our aims are identical and our hearts are open.” “When you visualize, then you materialize.” “our degrees aren’t as valuable as your skills. “If you want to master something, teach it.” “If you don’t make mistakes, you’re doing it wrong. If you don’t correct those mistakes, you’re doing it really wrong. If you can’t accept that you’re mistaken, you’re not doing it at all..” “If you thought that science was certain - well, that is just an error on your part.” “Learning is synthesizing seemingly divergent ideas and data.’ –Terry Heick.”
This course schedule is written using R (the most popular open source programming language for business students) and R Markdown. R Markdown is a R package designed by Xie, Allaire, and Grolemund (2023) for generating html webpages and PDFLaTex files. Here is the website if you would like to publish your own book or project using R and Bookdown (https://bookdown.org/yihui/rmarkdown/). You might also think about writing your paper or thesis using R and R Markdown.