This course is intended to (a) help students understand the applications of marketing analytics and how to turn it into actionable insights to improve a company’s business model. In addition, students will (b) learn how to conceptualize the various e-commerce business models that exist in the context of digital disruption and how to grow quickly and/or profitably a multi- omnichannel model. Finally, students will (c) examine the improvements in marketing enabled by data-driven decisions with special focus on e-commerce.
Real-world examples with companies such as Samsung, Harley-Davidson, Johnson & Johnson, Coca-Cola, Airbnb, Magazine Luiza, Natura Cosmetics, Zulily and Netflix will show how marketing analytics informs important decisions. Cases in many industries and companies will be discussed to show how to use this knowledge to grow an e-commerce operation and build an integrated multichannel strategy based on analytics insights.
Course Date & Time
Class meeting times: Wednesdays and Thursdays (November: 14, 21 and 29; December: 6 and 13 ) :São Paulo time, 3pm – 4:30pm (please pay attention to time zones and time changes in your region)