Applied Marketing Analytics focuses on the use of data, analytical methods, and modern tools to support and improve marketing decision-making. Students will learn to transform data into insights that inform strategic choices in real-world settings, including descriptive reporting of historical and current phenomena, predictive forecasting of future trends, and prescriptive recommendations for action. The course emphasises the interdisciplinary integration of marketing, strategy, communication and analytical reasoning within the context of societal and sustainability challenges.

Given the rapid growth in available data and the increasing sophistication of analytical techniques and technologies, organisations of all sizes are investing in marketing analytics to guide impactful decisions. As a result, professionals in this field must be adept not only at manipulating and interpreting data, but also at identifying new data sources, framing relevant business questions, and communicating insights clearly to stakeholders. These abilities are essential because analytical outputs have value only if they are understood and acted upon within clearly defined marketing objectives.

This course combines theoretical foundations with extensive practical application. Through a semester-long Sustainability Challenge project, students will work in interdisciplinary teams to collect and model data, generate insights, and produce deliverables such as dashboards, synthesis notes, and decision memos. The course culminates in a hackathon where teams present solutions to real organisational partners.

Goals:

• Provide an overview of key principles for managing market information (consumers, competitors, suppliers) and applying marketing analytics.
• Review and apply methods for obtaining market information, including primary (quantitative and qualitative) and secondary research techniques.
• Illustrate and practise analytical techniques through hands-on exercises.
• Enable students to work in interdisciplinary teams on a field research project focused on sustainability, integrating analytical, communication, and strategic skills.