Teaching Marketing Analytics with Dana Harrison, Haya Ajjan, and Joe Hair
Friday, April 16, 2021 8:00 to 10:30 am (CST)
SMA Member Price: $ 79.00; Non-Member Price: $ 99.00
New business models, as well as advanced tools and techniques are driving the need for a data-and-analytics-centric culture. Join the authors of Essentials of Marketing Analytics, McGraw Hill (1st edition), available March 2021, to gain the insights you need to advance your knowledge of marketing analytics and introduce students to emerging skills.
Takeaways: how to design analytics curriculum; integrating elements into existing courses; introduction to data management, cognitive analytics, neural networks, automated machine learning, natural language processing, social network analysis, digital marketing analytics and data visualization; design dynamic environments to overcome student resistance to quantitative courses; learn about advanced analytics techniques and tools.
Join this session to help bridge the gap by educating the next generation of the workforce through a curriculum that encapsulates marketing principles, business problem recognition, data understanding, tool identification, modeling, translation and storytelling.