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Mar 29, 2026
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MKT 542 - Behavioral Data & Customer Analytics
This course equips students with advanced tools and frameworks to understand and predict consumer behavior using data-driven approaches. Emphasizing AI-enhanced analytics, students will explore how behavioral data, customer relationship management (CRM) systems, and customer data platforms (CDPs) inform strategic marketing decisions. The course covers key concepts such as customer segmentation, lifecycle analysis, predictive modeling, and journey mapping. Students will evaluate real-world datasets and case studies to identify actionable insights, build data-informed personas, and design strategies that drive engagement and long-term customer value. Ethical considerations and data governance are integrated throughout, ensuring a responsible approach to modern analytics practices.
Credit(s): 3
Prerequisite(s):
MKT 550 or MKT 202 .
Outcomes
- Interpret and apply behavioral data to understand consumer motivations, preferences, and purchase behavior.
- Utilize AI-enhanced tools and platforms (e.g., CRM, CDPs, marketing automation) to generate customer insights.
- Develop customer segmentation models and personas based on quantitative and qualitative data.
- Predict customer behavior using descriptive, predictive, and prescriptive analytics techniques.
- Map customer journeys across digital and physical touchpoints to identify pain points and opportunities.
- Evaluate the ethical implications of consumer data use, including privacy, bias, and algorithmic transparency.
- Construct and communicate data-driven marketing recommendations that support strategic business objectives.
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