Coursework: MBA Certificate in Consumer Analytics and Insights

Certificate Coursework

This 7.5-credit sequence of integrated MBA coursework* 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.

* The certificate requirements are subject to change.

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.

OPIM579 (Analytics Advantage) is an approved substitute for this course.

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 address the complex and dynamic ethical, legal, and regulatory environments in the context of consumer data. In particular, we will look at issues of consumer privacy, company & government control of and access to consumer data, and the impact of algorithms on business decision making, consumer experience, and society as a whole. Students will be challenged to consider their own professional and moral responsibilities with regard to these issues.

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 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.

This course is only available to students enrolled in the certificate. Pre-requisite: MARK588 or OPIM579.

Certificate Elective Choice: 3 elective credits

BADM-717 Data Visualization (3) 

BADM-745 Digital Advertising (3)

MARK-551 Strategic Marketing Research (1.5)

MARK-555 Applied Product Management (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-578 Data Science for Bus Decisions (1.5)

OPIM-579 Analytics Advantage (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)

*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.

Suggested Timeline of Courses Full Time Students:

Suggested Timeline of Courses Flex Students (FX’22) – 36 months:

Note that customer analytics could be taken in either year 2 or year 3.

Suggested Timeline of Courses Flex Students (FX’23):