MBA 720: Marketing Analytics Master Syllabus
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Course Website: Canvas
Course Description
Organizations operate in a dynamic marketplace. In this environment, to develop and maintain their competitive advantage, managers need to understand consumers better than competition and provide products and services that more effectively meet consumer needs. However, understanding, valuing, and responding to consumers is not easy and there is significant uncertainty under which marketing decisions are often required to be made.
The objective of marketing analytics is to help managers reduce this uncertainty. A systematic approach to analyze marketing data can greatly help marketers to become more customer centric and design effective marketing mix strategies. Consequently, the primary goal of this course is to help students learn to use Marketing Analytics as an effective managerial decision making tool.
To achieve this goal, the course will introduce students to some of the cutting-edge analytic techniques available to marketing managers today related to customer analytics, marketing-mix analytics, and marketing dynamics.
After taking this course students should be able to critically assess and use the results generated from analytical tools as an aid to their decision-making. Since the target of this course is a managerial audience, the course will discuss the analytical techniques covered at an application level. If students are interested in learning the statistical underpinnings of the tools in more detail, they are encouraged to meet with the instructor for additional readings outside the class.
Course Objectives
By the end of this course, students should be able to:
- Be proficient in the strengths and weaknesses of different marketing analytic procedures.
- Know how to leverage data analytic techniques to answer key marketing problems.
- Evaluate customer choice and competitive dynamics with the help of data.
- Design data-driven marketing mix strategies.
- Formulate actionable overall marketing strategy prescriptions based on data analysis.
- Effectively communicate findings and prescriptions to a managerial audience using presentations.
By achieving these objectives, this course will address all of the MBA/Masters Program Learning Goals of the Costello College of Business:
- Collaborative communication and leadership (written communication)
- Knowledge of functional discipline (functional knowledge)
- Analytical decision-making (critical thinking)
- Knowledge of contemporary issues in business (global awareness)
Required Materials
Textbook: Marketing Analytics Based on First Principles, Robert W. Palmatier, J. Andrew Petersen, & Frank Germann, Bloomsbury (Available in Bookstore).
Course Pack: Available for Purchase from Harvard Business Publishing.
Software: All analysis will be done within R/R-Studio, Microsoft Excel, and Tableau.
LECTURE/SUPPLEMENTARY MATERIALS: All materials from class (e.g., PowerPoint slides, data files, assignments) will be posted immediately prior to class in Canvas.
Course Format
The course will delve into multiple marketing analytical tools centered on four themes – (a) All Customers Differ; (b) All Customers Change; (c) All Competitors React; and (d) All Resources are Limited. Lectures, case analyses and presentation, in-class exercises, and homework assignments will serve as the major learning vehicles for the course.
For each class, students will be required to come prepared to contribute extensively to the class discussion on the topic.
Course Assignments & Grading Policy
Final grade will be determined by the total points that you earn on each of the graded assignments of this course. You may earn up to 1000 points during the course of the class. The graded assignments in the class will have the following point values:
| Team Assignments (500 points) | ||
|
(1 @ 50) | 50 |
|
(3 @150) | 450 |
| Individual Assignments (500 points) | ||
|
300 | |
|
80 | |
|
120 | |
| Total Points | 1000 |
Grades will be assigned as follows:
| Grade | Points Earned |
|---|---|
| A+ | 970 –1000 points |
| A | 940 – 969 points |
| A- | 900 – 939 points |
| B+ | 870 – 899 points |
| B | 830 – 869 points |
| B- | 800 – 829 points |
| C | 700 – 799 points |
| F | 0 – 699 points |
Group Formation and Expectations
Groups of 4-5 students will be formed in class by January 22, 2025. Since the group-based case assignments constitute a significant portion of the final grade, it is necessary to ensure that everyone contributes to his/her group’s work. Therefore, all students at the end of the course will perform a confidential peer group evaluation. All groups will set their own rules, which would include attendance at meetings, work allocation, and contributions to group assignments. Students not performing according to the group’s standards would risk receiving a lower grade on their peer evaluations. If the average peer grade to any member is below 80%, this person’s group-based component of the course grade will be lowered accordingly (See Peer Evaluation instructions in Appendix A below).
Course Policies
Participation
Attendance is expected and will be a part of your final grade. Being absent from class will cause you to miss substantial amount of material that we will cover each session as well as the opportunity to work with your team on your group assignments.
Late Assignments
No late assignments will be accepted in the course. All assignments will be due before the start of class on the date they are due and should be uploaded in Canvas (i.e., they should not be emailed to the instructor).
Computing Policy
Students should bring a laptop with all required Software to each class. Software instructions will be provided. Make sure the laptops are fully charged to last the duration of the class. You will only be permitted to work on material related to the class, however. Engaging in activities not related to the course (e.g., gaming, chat, etc.) will result in a significant reduction in your participation grade.
Religious Holidays, Sports, and University-Related Activities
If you expect to be absent during the semester for any of these reasons, please notify me as soon as possible (minimum of 2 weeks prior) in order to make acceptable arrangements.
Inclement Weather Policy
This course will operate in accordance with official University decisions about inclement- weather cancellations. Please check the George Mason website or the information line (703) 993-1000 if the weather is questionable. If class is cancelled, the course schedule may need to be changed and details will be provided in Canvas.
Announcements and Updates
Email announcements between class meetings may be sent. Any emails from me will be sent to your George Mason email account via Canvas. It is your responsibility to check Canvas regularly for the addition of any course materials.
FERPA and e-mail Correspondence
The Family Educational Rights and Privacy Act (FERPA) governs the disclosure of education records for eligible students and is an essential aspect of any course. Students must use their George Mason email account to receive important University information, including communications related to this class. Instructors will not respond to messages sent from or send messages regarding course content to a non-George Mason email address. Student responsibility: Students are responsible for checking their George Mason email regularly for course-related information, and/or ensuring that George Mason email messages are forwarded to an account they do check.
Student responsibility: Students are responsible for checking their George Mason email regularly for course-related information, and/or ensuring that George Mason email messages are forwarded to an account they do check.
Cell Phone Policy
All cell phones MUST be set to silent/vibrate mode during class meeting time.
Disability Policy
Disability Services at George Mason University is committed to upholding the letter and spirit of the laws that ensure equal treatment of people with disabilities. Under the administration of University Life, Disability Services implements and coordinates reasonable accommodations and disability-related services that afford equal access to university programs and activities. Students can begin the registration process with Disability Services at any time during their enrollment at George Mason University. If you are seeking accommodations, please visit the Office for Disability Service website for detailed information about the Disability Services registration process. Disability Services is located in Student Union Building I (SUB I), Suite 2500. Email: ods@gmu.edu. Phone: (703) 993-2474.
Costello College of Business Standards of Behavior
The mission of the Costello College of Business at George Mason University is to create and deliver high quality educational programs and research. Students, faculty, staff , and alumni who participate in these educational programs contribute to the well-being of society. High quality educational programs require an environment of trust and mutual respect, free expression and inquiry, and a commitment to truth, excellence, and lifelong learning. Students, program participants, faculty, staff , and alumni accept these principles when they join the community. In doing so, they agree to abide by the following standards of behavior:
- Respect for the rights, differences, and dignity of others
- Honesty and integrity in dealing with all members of the community
- Accountability for personal behavior
Integrity is an essential ingredient of a successful learning community. Ethical standards of behavior help promote a safe and productive community environment, and ensure every member the opportunity to pursue excellence. The Costello College of Business can and should be a living model of these behavioral standards. To this end, community members have a personal responsibility to integrate these standards into every aspect of their experience at the Costello College of Business. Through our personal commitment to these Community Standards of Behavior, we can create an environment in which all can achieve their full potential.
Honor Code Statement
Mason is an Honor Code university; please see the Office for Academic Integrity for a full description of the code and the honor committee process. Three fundamental principles to follow at all times are that: (1) all work submitted be your own, as defined by the assignment; (2) when you use the work, the words, or the ideas of others, including fellow students or online sites, you give full credit through accurate citations; and (3) if you are uncertain about the ground rules on a particular assignment or exam, ask for clarification. No grade is important enough to justify academic misconduct.
Use of Generative-AI tools should be used following the fundamental principles of the Honor Code. This includes being honest about the use of these tools for submitted work and including citations when using the work of others, whether individual people or Generative-AI tools.
Violation of Academic Standards
Faculty are obligated, without exception, to submit any violations to the Academic Standards Office. Violations of Academic Standards are sanctioned according to a common matrix.
| Finding | Sanction |
|---|---|
| Level 1 |
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| Level 2 |
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*Education Interventions may include online learning modules, visits to the writing center, or other programs to assist the student in understanding and remediating the violation.
Refer to the Academic Standards website for more details.
Course Materials and Student Privacy
All course materials posted to Canvas or other course site are private to this class; by federal law, any materials that identify specific students (via their name, voice, or image) must not be shared with anyone not enrolled in this class.
Video-recordings -- whether made by instructors or students -- of class meetings that include audio, visual, or textual information from other students are private and must not be shared outside the class.
Live video conference meetings (e.g., Collaborate or Zoom) that include audio, textual, or visual information from other students must be viewed privately and not shared with others in your household or recorded and shared outside the class.
Notice of Mandatory Reporting of Sexual or Interpersonal Misconduct
Title IX Resources and Required Reporting
As a part of George Mason University’s commitment to providing a safe and non-discriminatory learning, living, and working environment for all members of the University community, the University does not discriminate on the basis of sex or gender in any of its education or employment programs and activities. Accordingly, all non-confidential employees, including your faculty member, have a legal requirement to report to the Title IX Coordinator, all relevant details obtained directly or indirectly about any incident of Prohibited Conduct (such as sexual harassment, sexual assault, gender-based stalking, dating/domestic violence). Upon notifying the Title IX Coordinator of possible Prohibited Conduct, the Title IX Coordinator will assess the report and determine if outreach is required. If outreach is required, the individual the report is about (the “Complainant”) will receive a communication, likely in the form of an email, offering that person the option to meet with a representative of the Title IX office.
For more information about non-confidential employees, resources, and Prohibited Conduct, please see University Policy 1202: Sexual and Gender-Based Misconduct and Other Forms of Interpersonal Violence. Questions regarding Title IX can be directed to the Title IX Coordinator via email to titleIX@gmu.edu, by phone at (703) 993-8730, or in person on the Fairfax campus in Aquia, 373.
Student opportunity: If you prefer to speak to someone confidentially, please contact one of Mason’s confidential employees in Student Support and Advocacy (SSAC), Counseling and Psychological Services (CAPS), Student Health Services (SHS), and/or the Office of the University Ombudsperson
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