Prerequisite(s): MKTG 561. This course furthers students' ability to undertake market analysis and gain customer insights. Students employ data analytics methods to understand customers and competitors to develop innovative solutions to marketing problems. Through a series of case studies and data analytics assignments students explore customer attitudes to privacy, AI algorithms, market sizing, experimental design, and predictive analysis of customer behavior. Emphasis is placed on interpretation of findings and developing marketing strategies grounded in facts and creativity.