Marketing Analytics

Companies are more data rich than ever before; creating an imperative for you to analyze and understand that data to drive organizational growth.

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Overview

With new methods and new tools available today, you need to continually build your expertise in analyzing and interpreting customer and market data or effectively direct those on your team who provide the data analysis to drive key decision-making. This course will immerse you into common data set contexts to provide hands-on experiences with strategic data analysis scenarios, including market definition and modeling, customer acquisition and management, marketing mix effectiveness and optimization, and strategy and policy analysis. Excel will be used extensively, since it is quite powerful and readily available, along with other analysis and visualization tools that will give you the knowledge and skills that you can apply in your own organizational technology environments.

Marketing

Gain insight into marketing techniques and strategies to provide you with tactics that have company-wide impact.

Two-day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.

Benefits

  • Define and model your target market
  • Drive customer acquisition and management based on data analysis
  • Optimize the effectiveness of your marketing mix
  • Analyze your marketing strategy and policy

Topics

  • Market Definition and Modeling
  • Customer Acquisition and Management
  • Marketing Mix Effectiveness and Optimization
  • Strategy and Policy Analysis

Additional Information

Prerequisites:None
CEUs: Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.
Course Credits: 1.00
Hotel Information: Texas Executive Education classes qualify for discounted hotel room rates at the AT&T Executive Education and Conference Center on a limited basis. Discount code will be provided on the course materials page after class registration is complete.


Faculty

Garrett Sonnier

Garrett Sonnier is the Zale Corporation Centennial Fellow and Associate Professor of Marketing at the McCombs Business School at the University of Texas at Austin. He earned his PhD in Management Science from the UCLA Anderson School. Garrett has been a member of the McCombs faculty since 2006. At McCombs, he teaches the core MBA marketing management course in the full time and working professional MBA programs as well as graduate courses on marketing analytics in the Texas evening MBA program, the Master of Science in Business Analytics, and the Master of Science in Marketing programs. In 2014, Garrett was named the winner of the McCombs School of Business Teaching Award for Assistant Professors.

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Upcoming Sessions

There are no sessions scheduled at this time. For more information about the next class date, please contact us at execed@mccombs.utexas.edu or 512-471-5893.