Marketing Department Announces Analytics Concentration

Students gathered around laptop

BS - Marketing, Marketing Analytics Concentration 

June 17, 2019

BATON ROUGE – Beginning in fall 2019, the Department of Marketing at the E. J. Ourso College of Business will offer a Marketing Analytics Concentration. The concentration involves completing two marketing analytics courses as well as a practicum or internship.

Marketing analytics gathers data from across all marketing channels and consolidates it into a common marketing view. From this common view, one can extract analytical results that can provide invaluable assistance in driving marketing efforts forward. Marketing analytics uses important business metrics, such as ROI, marketing attribution and overall marketing effectiveness

“With the explosion of “big data,” primarily driven by the internet of things, such as mobile devices, companies often find themselves “data rich and information poor,” said Ron Niedrich, department chair in the department of marketing. “Consequently, companies seek marketing professionals that can combine marketing skills with analytic tools that can better inform data-driven decisions. Indeed, companies recruiting LSU marketing majors consistently express interest in students with a general level of quantitative fluency and specific skills in data analytics.”

In response to this demand, the department of marketing is offering a new Marketing Analytics Concentration beginning in fall 2019. The concentration will include exposure to programming languages, such as R, Python and Tableau, as well as methods and techniques that enable the construction of predictive models and metrics, such as customer lifetime value, sales forecasting and customer segmentation.

To satisfy the requirement of the Marketing Analytics Concentration, students must complete MKT 3501, MKT 4501, and either MKT 4480 or MKT 4481. 

MKT 3501. Marketing Analytics I (3). Prerequisites: MKT 3401. Introduction to marketing analytics with a focus on the processes, techniques, and tools used in the acquisition, management, and mining of marketing data.
MKT 4501. Marketing Analytics II (3). Prerequisites: MKT 3401 and MKT 3501. Advanced treatment of marketing analytics with a focus on data analysis, visualization, and data-driven decision making.
MKT 4480. Marketing Analytics Practicum (3). Prerequisites: MKT 3401, MKT 3501, and permission of Department. Pass-fail grading. Designed for students who want to gain real-world experience in marketing analytics via group projects using company data.
MKT 4481. Marketing Analytics Internship (3). Prerequisites: MKT 3401, MKT 3501, and permission of Department. Pass-fail grading. The internship requires departmental approval of the marketing analytics content of the internship. Designed for students who want to gain real-world experience through a marketing analytics internship.

About the Department of Marketing

The Department of Marketing at LSU’s E. J. Ourso College of Business prepares its students for careers in sales/management, advertising, buying, product development, retailing and market research. Our mission is to enhance and advance the reputation for excellence of the department, the college, and the University through high quality, transformative, research programs; by using innovative, challenging and effective learning techniques; with significant engagement in the forms of leadership in regional, national, and global discipline organizations, consulting, speaking engagements, and participation in programs and conferences; and by contributing to the competitiveness of the State of Louisiana. For more information, visit the Department of Marketing website or 225-578-8684.

About the E. J. Ourso College of Business

Since its establishment in 1928, the E. J. Ourso College of Business has continuously improved and expanded its offerings for students and alumni. Additionally, the college has made it a priority to provide its faculty with the resources it needs to further research in every aspect of the business world and to produce industry leaders for a global work environment. For more news and information about the E. J. Ourso College, visit lsu.edu/business.

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Elizabeth Eaton
E. J. Ourso College of Business
225-578-7833