Embed Size (px)
Citation preview
Course overview:Marketing Analytics
Hans BaumgartnerSmeal Chair Professor of Marketing
Course Overview: Marketing Analytics
http://www.personal.psu.edu/jxb14/MA/
The web site for this course is:
Course Overview: Marketing Analytics
CANVAS
Course Overview: Marketing Analytics
Contact information
482 Business Building(814) 863-3559
Office hours: M/W 1:30-3:00 orby appointment
Course Overview: Marketing Analytics
Course objectives
▪ Introduction to marketing analytics□ We’ll study tools for generating marketing insights from
empirical data in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, product and price decisions using conjoint analysis, and text analysis and search analytics.
▪ Hands-on course based on the Marketing Engineering (Enginius) approach and Excel software□ We’ll use in-class exercises and case analyses, and
you’ll complete a group project in which you collect and analyze data or introduce your fellow students to a marketing analytics technique not studied in class.
Course Overview: Marketing Analytics
Learning goals
▪ Upon completion of this course, students will know how to conduct segmentation, targeting, and positioning analyses, measure customer satisfaction, analyze customer lifetime value, investigate customers’ choice behavior using choice models and conjoint analysis, and conducting text analyses.
▪ More generally, students will acquire an appreciation for how marketing analytics and a Marketing Engineering approach can enhance the quality of marketing decision making.
Course Overview: Marketing Analytics
Course details
▪ Course materials:□ See the Course Schedule for topics and assignments□ Overheads in pptx and pdf format□ Textbook: LRB (available from the Enginius website)□ Excel with Analysis ToolPak and Enginius□ Readings on Electronic Reserve□ Other materials available on the course website or
through the Enginius portal (including the cases)▪ Preparation for class:
□ Do the readings and other assignments□ Download the overheads before class
Course Overview: Marketing Analytics
Course details (cont’d)
▪ Attend class regularly and participate actively▪ In-class exercises:
□ You don’t have to hand in anything, but you may be called upon to discuss your findings
▪ Case discussions:□ Six cases□ One team will give a 20-minute presentation (and
hand in copies of the overheads)□ All teams will prepare each case, discuss the case
(following the presentation), and hand in a 5-page executive summary at the beginning of the class in which the case is being discussed
Course Overview: Marketing Analytics
Course details (cont’d)▪ Team project
□ Each team will do a group project and give a 25-minute presentation
□ Two options for the team project□ A project proposal is due on October 28th and the project
has to be finalized by the first week of November□ Grade is based on the presentation and written materials
(presentation and 5-page executive summary)▪ Grading:
□ Cases (60%)□ Team project (25%)□ Attendance and participation (15%)
Course Overview: Marketing Analytics
Course details (cont’d)
▪ Academic integrity▪ Affirmative action & sexual harassment▪ Students with disabilities▪ Penn State values
Course Overview: Marketing Analytics
Our contract
▪ My promise to you▪ Your promise to me and the other students in this
class
Course Overview: Marketing Analytics
Penn State American Marketing Association
The #1 Marketing Association in the CountryAccording to the American Marketing Association
Course Overview: Marketing Analytics
Why Should I Join PSAMA?
PSAMA bridges the gap between Smeal and the business world
We prepare students to be well-rounded and ready to hit the ground running
Our goal is to get YOU a Job We are ranked as the #1
Marketing Organization in the Country by AMA
94% of actively involved members will get an internship or job offer
We have a lot of fun!
Course Overview: Marketing Analytics
This Is How PSAMA Will Prepare You
The Divisions Marketing
Analytics Retail Digital Marketing
& Advertising Sports Sales
Real-World Projects with companies
Case Competitions Conferences All focusing on the
Skills Recruiters want you to have!
Course Overview: Marketing Analytics
PSAMA Gets You In Front of the Best Companies
Many Corporate Sponsors Companies that understand the
value we give students They want to hire you!
Fall networking event Marketing week Marketing conference
with top speakers Spring Marketing Career
Fair Information sessions
Course Overview: Marketing Analytics
Involvement Fair Canceled?Join us for Welcome Week
PSAMA Q&A SessionCome learn, ask questions, and win prizes!
Wednesday, August 26th, 2020 @ 6PM
Zoom links also on wearepsama.com
Course Overview: Marketing Analytics
Join Us At Our First General Body Meeting
Wednesday, September 2nd, 2020 @ 7PM
Zoom links also on wearepsama.com
Course Overview: Marketing Analytics
Follow Us!
@weare.psama
@wearePSAMA
Email [email protected] with any questions
Course Overview: Marketing Analytics
Next class
▪ Obtain the Enginius license□ you will receive an E-mail with instructions
▪ Install Excel software□ ExcelAnalysisToolPak.pdf
▪ Excel review□ ExcelReview-LiquidLaundry.pdf and
LiquidLaundry.xlsx□ IntroductionToQualtrics.pdf
▪ Questions?
