Simha Mummalaneni

Marketing Research helps businesses to better understand customers and the competitive marketplace through the analysis of qualitative or quantitative data. This course focuses on learning when to use different marketing research methods, how to communicate the findings, and how their insights can be used to make better marketing decisions.

Marketing Management is a core class that focuses on introducing the key concepts of marketing. The class is organized around identifying, creating, and delivering value to customers. Students learn about the functional areas of marketing and practice making marketing decisions under uncertainty.

Marketing Analytics addresses how to use data analytics to learn about individual customers and market to them throughout the entire customer life cycle. The course focuses on using individual-level data to target customers, send them individualized offers, predict their purchasing patterns, recommend new products to them, and retain them over the long run.

Digital Marketing and Experimentation uses a measurement-centered approach to improve companies' online advertising, email marketing, and mobile marketing. This course focuses on measurement challenges in digital marketing and how to overcome those challenges by using A/B experiments and the right data comparisons.

Digital Marketing uses an analytics-centered approach to understand how to improve companies' online advertising, email marketing, and mobile marketing. This course focuses on how to measure the effectiveness of digital marketing campaigns and improve their profitability by using data analytics and A/B experiments in this context.

Digital Marketing Analytics focuses on using data analytics to improve digital marketing efforts. In this course, students will learn how to analyze digital marketing data, evaluate the effectiveness of digital marketing campaigns, and improve companies' digital marketing strategies.

Advanced Marketing Strategy focuses on understanding, developing, and evaluating marketing strategies throughout the product life cycle. In this course, students will learn how to develop a marketing strategy that is internally consistent, well-suited for the competitive situation, and likely to yield long-term success.

Business to Business (B2B) Marketing addresses how to understand, create, and deliver value when selling goods and services to other businesses, governments, and institutional customers. In this course, students will learn how business markets differ from consumer markets, how to assess opportunities in business markets, and how to make marketing decisions that deliver value for the whole ecosystem.