Coursework: MBA Certificate in Consumer Analytics and Insights
This 10.5‐credit sequence of integrated MBA coursework (3 overlapping MBA core credits and 7.5 MBA elective credits) helps build an appreciation of how to provide insight into business problems using consumer data. Students will learn to identify appropriate sources of consumer data for the problems being addressed, select methods appropriate to the data, build decision support tools, and provide recommendations to address the business problem that are supported by data and analyses.
Certificate Core Requirements: 3 overlapping core credits
Analytical Problem Solving (BADM 580, 3 credits)
In this course, you will learn and practice quantitative modeling to solve pressing complex business problems and to make better decisions. In particular, you will learn to select relevant data, to consider all available options, to estimate risk, and to apply the fundamental decision tools. You will hone your skills with finance, operations, marketing, strategy, and other applications. You will learn how to understand results of the quantitative analysis, how to draw qualitative insights from it, and how to communicate your findings. We will use Excel (and selected Excel Add-Ins) as the platform for building and using quantitative models. Therefore, as an incidental benefit of taking this course, you will become a more proficient Excel user.
Certificate Elective Requirements: 4.5 elective credits
Customer Analytics (MARK 588, 1.5 credits)
This course provides an introduction to the methods employed in customer-centric analytics and the resulting applications. The objective is to introduce students to techniques designed for analyzing behavior at the level of the customer and to examine the implications of the resulting insights on marketing strategies.
Data and Society (MARK 585, 1.5 credits)
This course aims to provide students with a broader context for thinking about how businesses collect and make use of consumer data. It will combine classroom instruction with attendance at events on campus and in Washington, D.C., including relevant meetings of government agencies and visits to businesses that span a range of industries. By exposing students to business leaders’ perspectives on the uses of consumer data as well as government agencies’ and policymakers’ expressed concerns, this course will equip students to understand the ethical, legal, and regulatory environment that businesses must navigate as they seek to collect and leverage consumer data.
Practicum in Consumer Analytics and Insights (MARK 590, 1.5 credits)
This course is designed to provide students with a hands-on experience in deriving insights through the analysis of consumer data. We will partner with client organizations to solve a particular problem that they are facing. Examples of such problems may include evaluating salesperson performance, increasing customer retention or acquisition, and predicting future purchasing behavior.
Certificate Elective Choice: 3 elective credits
MARK-551 Strategic Marketing Research (1.5)
MARK-561 Customer Data Mining for Segmentation (1.5)
MARK-570 Consumer Behavior (1.5)
MARK-579 Leveraging Social Media (1.5)
OPIM-557 Computer-Based Decision Support Systems (1.5)
OPIM-563 Decision Theory Small Data (1.5)
OPIM-654 Database Development and Management (1.5)
OPIM-656 Applied Data Visualization (1.5)
OPIM-668 E-Commerce & Social Networking (1.5)
OPIM-573 Regression Modeling and Analysis (1.5)
OPIM-579 Analytics Advantage (1.5)
BADM-717 Data Visualization (3)
BADM-745 Digital Advertising (1.5)
*Off-list courses including non-MBA courses with approval of the certificate program director.
**This list of MBA electives serves as a guide. It is subject to change and does not represent a guarantee that specific courses will be offered in specific academic years.