Marketing analytics skills and experiences have become one of the increasing demands by employers for both entry-level and senior-level positions. In this course, students are exposed to and become familiar with basic analytical tools (e.g., Excel, Google Analytics, Tableau) and commonly used analytical methods in the industry to gain data insights and drive business success in a marketing campaign setting (i.e., collect, clean, interpret, present and reapply business data in each of the decision-making processes). Students also collaborate in teams to develop their data soft skills (e.g., developing data sense, brainstorming, communication, project management, data translation and data presentation) along the way to mimic a real industrial analytics team project. Although data soft skills are developed throughout the class, it is heavily technical and applied to help maximize students’ future success in a marketing or data analytics-related career. Credits: 4