Management Studies

• QST MS 773: Customer Data Analysis
  This course seeks to familiarize students with customer data analysis related to digital marketing and sales, customer experience, and product management. The goal of this course is to help students uncover insights along the customer's journey as they move in stages of awareness, intent, conversion, and retention. Students will build foundational skills in analyzing customer data.
• QST MS 774: Digital Marketing Analytics
  This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion, and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitates conversion, and social media both energizes and retains customers. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis, and design--applied to ad campaigns, ad attribution, and social media data
• QST MS 775: Business Impact Modeling
  The ability to take on unstructured problems and generate useful insights/solutions is something that cannot easily be taught. But, it can certainly be learnt through practice and guidance. For most quantitative problems in graduate courses, the decision options, goals, and analytical approaches are pre-defined. In practice, however, business problems are usually ill-defined, "messy", where the decisions are initially ambiguous, goals are unclear, and the relationship between decisions and outcomes are indeterminate. While each business problem is distinctive, a disciplined approach to problem solving can be incredibly useful across many career contexts. The concepts and exercises in this course will sharpen our professional ability to structure a messy problem and do some disciplined analysis on it. Examples will be drawn from Strategy, Operations, Technology Management, Marketing, and Finance to expose us to the broad applications of the concepts and tools learned in this class.