·Concepts should be introduced in as simple a setting as possible
·Concepts should be reinforced with recurring themes, written assignments, and technology
·Data-driven decision making and rigor are important goals in the learning of marketing decision-making
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.
Consider enrolling in MKTG4000 if you are interested in learning analytics with tools like R and Tableau to align with your career goals. You might be surprised to learn that over 90% of job postings seek candidates with practical experience in Tableau and open-source programming languages such as R or Python. While AI generates significant buzz, much of what happens behind the scenes depends on basic understanding of APP or API design and programming with languages like R, Python, and others.
| Week | Dates | Topics | Assignments |
|---|---|---|---|
| Week 1 | 1.20-1.27 | Introductions / Search Engine Marketing (SEO) -1 | Self-intro |
| Week 2 | 1.27-2.03 | Search Engine Marketing (SEO) -2 | |
| Week 3 | 2.03-2.10 | Google AdWords-1 | Project Proposal PPT (presentation) |
| Week 4 | 2.10-2.17 | Google AdWords-2 & Marketing Attribution Modeling | Assignment 1/Certificate 1 - Google Ads Certificate |
| Week 5 | 2.17-2.24 | Social Media Marketing -1 | Assignment 2 |
| Week 6 | 2.24-3.03 | Social Media Marketing -2 | Assignment 3/Certificate 2 - AI powered Google Ads Certificate or Data Science for Search Engine Marketing (DataCamp@) |
| Week 7 | 3.03-3.10 | social media analytics & Geodemographic market opportunity analysis | |
| Week 8 | 3.10-3.17 | Project Session | Project video submission |
| Week 9 | 3.17-3.24 | CRM software and Dashboard Design | |
| Week 10 | 3.24-3.31 | CRM software and Dashboard Design | Assignment 4 |
| Week 11 | 3.31-4.07 | Retail Pricing and Sales Strategies | |
| Week 12 | 4.07-4.11 | Mapping & Supply Chain Design Analysis | Certificate 3 - Marketing-Analytics-in-Tableau (DataCamp@) |
| Week 13 | 4.12-4.20 | Spring Break | |
| Week 14 | 4.21-4.28 | social media analytics | Assignment 5 |
| Week 15 | 4.28-5.05 | project session | Group project session |
| Week 16 | 5.05-5.12 | Project presentation | Project presentation (PPT)/peer eval/self-reflection |
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.
In-class exercises: Required readings for each week will be made available before the previous Friday of the week. In nearly every class session, you will complete exercises to demonstrate that you have read and understood the required material before class. These exercises must be completed during the class period. No make-up will be allowed. Some of the work you do in the in-class exercises may be used in your project presentation. You will have an opportunity to evaluate your own work at a time designated by the instructor every week.
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.”