“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.
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.
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. If you want to know about using R, you may consider taking MKTG4000, Marketing Analytics.
| Week | Dates | Topics |
|---|---|---|
| Week 1 | 8.25-9.01 | Introduction & Chapter 1 |
| Week 2 | 9.02-9.08 | Chapter 2 |
| Week 3 | 9.08-9.15 | Chapter 3 & Section 3 (Tableau for Business Users) |
| Week 4 | 9.15-9.22 | Chapter 5/Assignment 1 |
| Week 5 | 9.22-9.29 | Chapter 6 |
| Week 6 | 9.29-10.06 | Chapter 7 |
| Week 7 | 10.06-10.13 | Exam 1 |
| Week 8 | 10.13-10.20 | Chapter 9 & Section 8 (Tableau for Business Users) |
| Week 9 | 10.20-10.27 | Chapter 10/Assignment 2 |
| Week 10 | 10.27-11.03 | Chapter 12 |
| Week 11 | 11.03-11.10 | Chapters 13 & 14/Assignment 3 |
| Week 12 | 11.10-11.17 | Chapter 17 |
| Week 13 | 11.17-11.25 | Chapter 18 / Dashboard Design |
| Week 14 | 11.26-11.28 | Project sessions/Project presentations |
| Week 15 | 12.01-12.08 | Course warp-up/Project presentations |
| Week 16 | 12.08-12.15 | Exam 2 |
A detailed project guideline will be available on Canvas. This project offers students the opportunity to collaborate with a local small business to address key marketing challenges, such as customer retention, new product launches, or user testing. Peer evaluations can affect your final grades. All group members are asked to assign points to students in their groups based on their participation.
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.