Marketing 594:
Marketing Analytics
Wednesdays, 6–8:30 p.m., Professor Alan Malter
As an executive, you must be an effective decision maker. Marketing decision making resembles design engineering — putting together concepts, data, analyses and simulations to learn about the marketplace and to design effective marketing plans. Although many view marketing as an art and others regard it as science, this course views marketing as a combination of art and science to solve specific problems. Students will learn concepts and work with data and software tools for making decisions regarding segmentation and targeting, positioning, forecasting, new product and service design, and the elements of the marketing mix. Students will learn to take advantage of the massive amounts of data available in most organizations, use that data to make better-informed decisions, and create compelling evidence to persuade other executives to support those decisions. Although processes can be taught by lecture, skill development requires hands-on practice; therefore the course will focus on short case studies that use real market research and financial data and a software package called Marketing Engineering for Excel. For more information of the value of learning marketing analytics, visit the Marketing Engineering Web site at www.mktgeng.com.
About the Professor
Alan Malter has been teaching marketing analytics at UIC since 2007. Previously, he taught marketing strategy and marketing research at the University of Arizona while studying the marketing decisions of real-world companies. Malter focuses heavily on practical application because these skills will be critical to students in their professional careers. Before entering academe, Malter worked as a market analyst in Israel and a consultant on export development for the World Bank. He received his PhD in marketing from the University of Wisconsin-Madison, MS in agricultural economics, and AB in political science and economics from UIUC. His research examines the changing role of marketing; industry clusters and the effects of geographic proximity on knowledge transfer and innovation; and tacit knowledge in managerial and consumer decision-making.
For more information about MKTG 594: Marketing Analytics, feel free to contact Professor Malter at amalter@uic.edu.