Generation Data

"You have to think about the generation of data as a strategic imperative. Results will only be useful if your data collection is done with a purpose."

— Florian Zettelmeyer, Faculty Director of PDAK

The Kellogg Approach to Data Analytics

Our data analytics curriculum is built around our experience that managers may not always understand how analytics can help them solve tough business problems. Similarly, data scientists may not understand the business problem well enough to provide managers with actionable data.

Businesses need analytics-savvy MBAs who are natural problem solvers and fluent in analytics so they can manage a team of data scientists and effectively use data. As a result, our teaching philosophy is designed to be relentlessly problem-driven while taking a deep dive into methods and applications.

To determine which data analytics courses to take, students should start by determining the level of expertise they’d like to achieve.


To prepare for analytics, students should take Foundational courses, which provide the statistical and methodological foundations for data analytics. All students — regardless of their interest in data analytics — are required to take these courses.

Competitive Advantage

To obtain a working knowledge of analytics, students should also take Competitive Advantage courses. They will learn new methods to solve different business problems, and then apply these methods to large, real-world datasets.

Deep Dive

To become fluent in analytics, students should also take Deep Dive courses, which provide greater levels of methodological sophistication. Students should also consider taking an Experiential course where they can apply their analytics skills to real business problems.

The Data Analytics Pathway

Kellogg's data analytics curriculum is built around the observation that managers do not always have a sense of what analytics can do for them, and data scientists do not always understand enough about a manager's problem to be helpful. What is missing are analytics-savvy MBAs who have a passion for business problems and who are so fluent in data analytics that they can easily converse with and manage teams of data scientists.

As a result, our teaching philosophy in data analytics is to be relentlessly problem driven while taking a deep dive into methods and applications.

Foundational Courses: These courses provide the statistical and methodological foundations for data analytics.

Competitive Advantage Courses: These courses teach students how to apply data analytics to different business problems. Students learn new methods as needed to solve the business problems at hand and are required to apply these methods to large real-world datasets.

Deep Dive Courses: These courses provide depth in selected areas. In contrast to “Competitive Advantage” courses, they can be methods as opposed to problem-focused.

Experiential Courses:
These courses allow students to apply their skills from “Competitive Advantage” and Deep Dive” courses to real company situations.

Faculty sponsors: Florian Zettelmeyer (Marketing), Brian Uzzi (MORS), Eric Anderson (Marketing)

data analytics
1 Foundational
Business Analytics I
DECS 430-5
Business Analytics II
DECS 431
Marketing Research
MKTG 450
2 Competitive Advantage
Analytics for Strategy
STRT 469
Retail Analytics and Pricing
MKTG 462
Strategy Implementation
MORS 455-5
People Analytics and Strategy
STRT 440

Critical Thinking in Digital & Social Media Marketing
MKTG 479 

Applied Advanced Analytics
OPNS 441

Customer Analytics and AI
MKTG 482

Human and Machine Intelligence
MORS 950-5

Social Dynamics & Network Analytics
MORS 457

Decision Models and Prescriptive Analytics
OPNS 450

3 Deep Dive
Visualization for Persuasion
LDEV 458-5

Data Exploration

Technology for Analytics: What a CMO Needs to Know
MKTG 930-5

Decision Making and Modeling
MECN 451

Introduction to Software Development
ENTR 451
Analytical Consulting Lab
MECN 615
Apply your analytics skills to live business problems.


Last edited Sept 7, 2022. For any questions regarding this page, please email

Watch Faculty Director Florian Zettelmeyer discuss how PDAK got started.

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