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Data Analytics Courses- Spring 2015

Dear students,

I am writing to let you know about data analytics courses that are offered this Spring term. We at Kellogg believe that data analytics is a managerial problem, not primarily a data science or technology problem. We argue that business leaders need a working knowledge of data science to reap the rewards of big data and analytics. Our approach is to offer courses that are relentlessly problem-driven while diving deep into methods and applications of data analytics.

To help you with course selection for Spring 2015, here is a summary of the data analytics courses offered, which you will also find on the Program on Data Analytics at Kellogg website. Many of these courses provide an important foundation and grounding for many of the opportunities you will have upon graduation, while others offer unique challenges as you increase your commitment to the data analytics domain. To that end, we are excited to offer two new courses this quarter, both of which fall under the “deep dive” category of the pathway.

Should you have any questions or need advice, please feel free to reach out.

All the best,

Florian Zettelmeyer
Nancy L. Ertle Professor of Marketing
Director, Program on Data Analytics at Kellogg
Kellogg School of Management
Northwestern University

Foundational courses offered in Spring 2015:

MKTG 450, Marketing Research
Description: This course provides a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection, and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Competitive Advantage courses offered in Spring 2015:

MKTG 953, Customer Analytics
Description: Firms are increasingly obtaining data not just about purchase decisions, but also about individual consumers' pre- and post-purchase behavior. But few firms have the managerial and data analytics expertise to act intelligently on such data. For the key marketing problems in customer acquisition, development, and retention, this hands-on course introduces sophisticated data analytics techniques tailored to those problems, including predictive analytics and large-scale testing. Students apply each technique to a large consumer-level database, learning how to target consumers individually and how to derive customer insights

MORS 945, Social Dynamics and Network Analytics

Description: Social Dynamics and Network Analytics covers cutting edge research on social media, digital data, and crowdsourcing, and provides you with the tools to practically apply this research in your own career. By the end of the course you will know how to: measure volume and location of Internet search data to understand and forecast trends; measure volume and sentiment of Twitter conversations; collect network data and create meaningful network visualizations; use the wisdom of crowds, including setting up a prediction market, to create better forecasts; and use Amazon Mechanical Turk for crowdsourcing.

Deep Dive courses offered in Spring 2015: 

KACI 925A, Visualization for Persuasion
Description: Be persuasive in presenting your ideas. Learn to convince your clients, customers, and colleagues of the merits of your views, using the latest breakthroughs in cognitive science, computer science, and graphic design. Through interactive exercises, the course will provide hands-on experience and tools for presenting data-based evidence with impact, across images, graphics, and visualizations of big data. Leave this course with expertise in the principles of effective data visualization, as well as a practical toolkit for conveying your ideas in ways that are convincing, catchy, and contagious.