·Data-driven decision making and rigor are important goals in the learning of marketing decision-making
“Why did the marketer get off the trampoline? He was worried about his bounce rate.”
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.
Note: You will be participating in the 2025 Marketing Research Competition, organized by MRC, Quirk’s Media, and The Insights Association. our students secured 2nd and 3rd place nationally in the spring 2024 Marketing Research Competition! The presentation dates may be adjusted according to the competition schedule.
You may have an opportunity to pursue a different project. However, it must be preapproved by the instructor.
Subject to Change Statement
Schedule and assignments are subject to change as our course moves forward. Students are expected to regularly check the Blackboard course area for announcements and updates about the course. Students are also expected to check their email accounts daily for any announcements, changes, etc.
This tentative course schedule is created using R & R Markdown. Some trivia facts about R: - 1. R is free. - 2. R is one of the top two most common programming languages in business analytics (Harvard Business School). - 3. There are about 100,000 job advertisements for R-related roles in the US (e.g., Indeed.com). - 4. Many business/marketing analytics jobs may require basic R or Python programming skills ESEGBA (2022).
| Week | Dates | Topics | Due |
|---|---|---|---|
| Week 1 | 8.25-9.01 | Introduction | Discussion 1 |
| Week 2 | 9.02-9.08 | Research Design/Bivariate Analysis | Discussion 2 |
| Week 3 | 9.08-9.15 | Secondary Research | Discussion 3 |
| Week 4 | 9.15-9.22 | t-test & Anova/project session | Discussion 4/Project Proposal |
| Week 5 | 9.22-9.29 | Forecasting/Basic regression analysis | Discussion 5 |
| Week 6 | 9.29-10.06 | Sampling/Experimental Design | Discussion 6/Course Certificate 1 |
| Week 7 | 10.06-10.13 | Survey Development | Discussion 7/Assignment 1 |
| Week 8 | 10.13-10.20 | project session/Exam 1 | Exam 1 |
| Week 9 | 10.20-10.27 | project presentation/Survey Design & Distribution | Discussion 8/Assignment 2 |
| Week 10 | 10.27-11.03 | Secondary Data Analysis-Dashboard Design | Assignment 2 |
| Week 11 | 11.03-11.10 | Survey Distribution & Data Processing | Survey Delivery/Course Certificate 2 |
| Week 12 | 11.10-11.17 | Project session/K-means Cluster analysis/PCA | Discussion 9 |
| Week 13 | 11.17-11.25 | project session | Discussion 10/Assignment 3 |
| Week 14 | 11.26-11.28 | Advanced methods/Individual meetings | Discussion 11/Individual meetings |
| Week 15 | 12.01-12.08 | Dashboard Design | project session/Dashboard design |
| Week 16 | 12.08-12.15 | Course warp-up/Project presentations | Course wrap-up/Project presentations |
Harvard Business School. 9 Skills Every Business Analytics Professional Needs.https://analytics.hbs.edu/admissions/top-business-analytics-skills/.
MarTechBot (2025). What is the R programming language, and how is it used in marketing?. https://martech.org/what-is-the-r-programming-language-and-how-is-it-used-in-marketing/
**Note: This article, published on MarTech, is written by AI. However, it ranks very well on Google’s search engine.
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 published 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 consider developing your own website or writing your paper or thesis using R and R Markdown.