COURSE NUMBER AND TITLE

            MKTG   482, Marketing Analytics

INSTRUCTOR

            Dr. Val Larsen

            E-mail: larsenwv@jmu.edu (The most reliable way to contact me and get a quick response is to send email to this email address.)

COURSE MEETING TIMES AND LOCATION

             TH     12:30 - 1:45 

             TH     2:00 - 3:15 

OFFICE AND TELEPHONE

            513 Showker Hall

            568-3858 (Office)

            810-3753 (Cell) Use the office number first.  If that doesn’t work use cell or home.

            828-9991 (Home) You may call me at home until 10:30 p.m.

 OFFICE HOURS

            T 3:30 – 4:45, 6:30 - 8:00, W 4:00 - 6:00. While I will normally be in my office at these times, I must sometimes attend department and university meetings. I can meet at other times convenient for you if these office hours don’t fit your schedule. I am in my office late most days, including Fridays, often until 10:00 pm or later.   Feel free to drop by any time if you need to see me. If I am in, we can probably talk then. My office door will normally be shut, so be sure to knock so I will know you are there. I am pleased to  meet with you outside of office hours.

PREREQUISITES

            COB 300 

GOALS OF THE COURSE

            This course prepares you to market products efficiently using databases and statistics.

TEACHING METHODS

     Lecture/Discussion/Exercises:

            Classroom time will be spent on a combination of lecture, discussion, and hands-on exercises.  These activities will be focused by a set of discussion questions that will be given to students in separate handouts.

     Homework Assignments:

            Homework due dates will be announced in class and/or posted on Canvas.

      Exams:

            Two midterms and a final exam will be given. 

OTHER POLICIES

             See http://www.jmu.edu/syllabus/ for policies on Academic Honesty, Adding/Dropping Courses, Disability Accommodations, and Religious Accommodations.

COURSE LEARNING OBJECTIVES

            Using a marketing database and/or statistical analysis, students will be able to make sound, data – driven market segmentation and target marketing decisions. Students will be able to do—and understand why they need to do—the following:

               Database:

                       1         Use AND/OR logic correctly in simple select queries

                       2         Use total queries to group on row values (using Group By) or to select subsets of row values (using                                                                     Where) and to aggregate data within a single field (using Count, Sum, or Average).

                       3         Use Expression Builder to carry out operations that involve multiple fields within a single table or across                                                            joined tables.

                       4         Establish and appropriately use inner and right/left outer joins.

                       5         Read a Relationship Editor diagram, identifying one to one, one to many, and many to many relationships                                                            with/or without referential integrity and inner or right/left outer joins.   

               Statistics:

                        6         Determine the data types (nominal, ordinal, interval, ratio) of the variables.

                        7         Identify the procedure or procedures--Pearson Correlation, Spearman Correlation, Independent Samples                                                            T–Test, Chi Square Test--appropriate for identifying relationships between variables of these types.

                        8         Determine whether the p – value is less than the alpha value.

                        9         Draw appropriate practical marketing conclusion based on the test result.

               Other:

                       10        Calculate a gain score and understand its segmentation and targeting implications. 

                       11        Understand the basic logic of CHAID and interpret a CHAID printout with an eye to segmentation and                                                               targeting implications.

                       12        Do an RFM analysis

                       13        Do a Lifetime Value analysis.

                       14        IBM SPSS Modeler Procedures

 GRADING

            All of the learning objectives discussed above will be evaluated and factored into the course grade.  In the calculation of the grade, these activities will be weighted as follows.

                Class participation                                                                                   5%

                Quizzes (must take quiz in class), homework                                       15%

                First exam                                                                                                23%

                Second exam                                                                                           23%    

                Final exam                                                                                               34%    

             Examinations and quizzes are graded on a curve, so your grade will depend on how your performance stacks up against that of others in the class with grades distributed around approximately a B mean.  Except when you are participating in official JMU activities, examinations and quizzes cannot be made up, but I will drop your two lowest quiz scores. It is an honor code violation to take any quiz for this course when you are not in the classroom. Quizzes are not open book, so they must be taken in class. If you come to class, take the quiz, then leave, you must come to me before leaving and let me know you were in class so that I will know you took the quiz legitimately.

FINAL EXAM SCHEDULE

        https://www.jmu.edu/registrar/wm_library/1171_exam_schedule.pdf

 

 ASSIGNMENT SCHEDULE

            The assignments and dates are listed below: