Course Overview
To be competitive in today's market, a successful business person needs to be able to leverage internal data, and utilize the appropriate analytic methods to drive overall company performance. In this course you will learn how to optimize revenue and profit by making strategic marketing decisions based on marketing analytics. Students develop practical analytical skills including: applying marketing analytical techniques to establish customer segmentation schemes, developing a dashboard for effective reporting and alerts, predicting revenue and return on investment (ROI) impact of specific marketing and sales strategies, and developing tests for optimizing business impact. Students complete hands-on projects applying the major areas of study to real business situations.
Prerequisite(s)
- Completion of third-level Marketing Management courses
Credits
4.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of the course, the student will be able to:
- Explain the strategic role of business analytics and competitive intelligence in the organization.
- Outline critical success factors for planning and managing a data-driven organization competing on business analytics and competitive intelligence.
- Outline key types of business analytics and how they are used to drive strategic business decisions.
- Analyze forces that drive strategic risks in a competitive industry.
- Apply specific analytical methods to gain insights to key customer and marketing metrics to establish segmentation schemes, develop customer relationship strategies, forecast revenue outcomes, and drive ROI.
- Apply marketing key performance indicators (KPIs) and data visualization techniques to develop effective dashboard reporting and early warning system.
- Utilize business analytics framework to analyze company data, derive insight, and quantify impact on marketing strategies.
- Develop revenue optimization strategies by using test design and metrics to achieve maximum business impact.
- Explain the ethical considerations when undertaking competitive intelligence and business analytics programs.
Effective as of Winter 2023
Related Programs
Marketing Analytics for Strategic Decisions (MKTG 4380) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Marketing Management (Professional Real Estate Option)
Diploma Full-time
- Marketing Management (Professional Sales Option)
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.