Marketing Analytics Responses
Introduction
Elizabeth Wilson and Hope Corrigan respond to Sue Umashankar's request for texts and ideas for a course in Marketing Analytics
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From Elizabeth Wilson <ewilson@suffolk.edu>
We have developed a new course, Marketing Analytics and Tools, first offered in Fall 2006. Students take this course as early as the sophomore year (after Principles). It is in place to become a required course for marketing majors and a pre-req for our Marketing Research class. Topics covered include marketing metrics and statistics basics (with SPSS). The intention is to give strong grounding in quantitative skills so that BSBA students come to the Marketing Research class ready to “hit the ground running” on a client-based experiential project.
In addition, as part of curriculum revision in the Department, we have revised our Principles course to include exercises on marketing metrics throughout. A supplemental text in use is “Measuring Marketing” by John Davis (2006). For more information, please email either myself or my colleagues Dr. Catherine McCabe (mccabe@suffolk.edu) and Dr. Zhen Zhu (zzhu@suffolk.edu).
Elizabeth J. Wilson
Associate Professor and Chairperson
Department of Marketing
Sawyer Business School
Suffolk University
8 Ashburton Place
Boston, MA 02108
617-994-4248 (phone), 617-973-5382 (fax)
From Hope Corrigan <hope.corrigan@verizon.net>
Glad to hear that you are going to teach students marketing analytics. I recommend the book, Show Me the Numbers: Designing Tables and Graphs to Enlighten, by Stephen Few. Students need examples and a lot of practice to take data and be able to tell clients, their boss, or funding organizations a meaningful story. Good luck with your class.
Hope Corrigan
Department of Marketing
Sellinger School of Business and Management
Loyola College in Maryland
4501 North Charles Street
Baltimore, MD 21210
410-313-9654 (phone)
410-617-2117 (fax)