BUS 139 W — Data-Driven Marketing
Course Format: Flex Online (About Formats)
Duration: 7 weeks
Date(s): Jun 28—Aug 13
Refund Deadline: Jul 1
Instructor(s): Angel Evan
Class Recording Available: Yes
Status: Registration opens May 17, 8:30 am (PT)
This course will teach marketers how to use data to make better business decisions. Designed specifically for marketing and sales professionals without math, statistical, or analytic backgrounds, the course will focus on the types of data that marketers are most often confronted with: social media, mobile applications, paid media, website analytics, and customer profiling. By breaking down seemingly complex topics using easy-to-understand concepts and visualization techniques, students will learn how to collect, analyze, interpret, and visualize data and even to use it to make predictions. These techniques, when taken together, will enable students to develop a core set of skills that will be useful in virtually any marketing situation, from creating a measurement strategy to identifying and targeting new customers. Course material will be supplemented with how-to videos to help students learn the mechanics of dealing with data. Assignments will aid in developing each student’s grasp of particular topics. By the end of the course, students will have learned how to use data as part of their ongoing decision-making process.
Angel Evan leads the data science team for the T-Mobile Marketing solutions group, which solves complex business challenges through the collection and interpretation of large data sets and artificial intelligence. Evan has more than twenty years of advertising and marketing experience, specializing in communicating complex topics to nontechnical audiences. He studied data mining and analytics at UC San Diego and design at New England School of Design.
Director, Data Science, T-Mobile
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.