CONSUMER ANALYTICS COURSES & CURRICULUM

As the global fashion business becomes increasingly digital, job candidates with data skills have a distinct competitive advantage. And as design and aesthetics, competition, and globalization impact industries across the board, a master's degree in Consumer Analytics can also be applied far beyond the world of fashion.

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TOTAL CREDITS: 39

SEMESTER 1

MSCA 610 STRATEGIC MARKETING MANAGEMENT

Providing a comprehensive introduction to marketing management, this course helps students develop the knowledge and skills needed to execute effective marketing strategies for business. Students will learn to develop marketing strategies and implementation plans, make effective marketing decisions, and assess marketing opportunities. Particular attention is paid to the application of marketing concepts and principles using data analysis as well as strategic decision making processes for achieving and sustaining competitive advantages in the marketplace. Focusing on designing value creation and delivery systems, the course will target the interface between customer value, marketing decisions, business strategy and the operations of the organization. 

MSCA 615 DATA VISUALIZATION & COMMUNICATION GRAPHICS

This course examines the fundamental aspects of graphic communication. Students will evaluate data focusing on how that data affects the global fashion, media and merchandising industries. They will learn to analyze informational structures, identifying the similarities and differences between diverse forms of digital content. Hands-on learning will translate data representations into charts and graphs that utilize the elements and principles of design. Students will improve graphic skills through visual and spatial problem solving, creating imagery in a collaborative learning environment that integrates critical theory and strategic decision-making. 

MSCA 620 INFORMATION MANAGEMENT

This course explores the major information systems and the management of those systems used in successful operations, including information technology, data management technology, networking and telecommunication technology. Emphasis is placed on information technology infrastructures and on the management of information in all functions of an enterprise, involving employees, customers, suppliers, inventory, warehouses, logistics, sales, procurement, engineering, manufacturing, scheduling, accounting, finance and service. Tools such as SAS, Access, SQL, and ERP systems will be reviewed. Students will examine data analysis, management of systems analysis, and communication between functional users and technical personnel. 

MSCA 625 DATA ANALYSIS

This course provides the foundation for statistical analysis for decision making across a variety of industries. It enhances students’ understanding of descriptive statistics, discrete and continuous probability distributions, confidence intervals, hypothesis testing, and analysis of variance (ANOVA). In addition, students will learn about correlation and the applicability of simple and multiple linear regression models. Statistical software will be integrated to facilitate statistical analysis and the ability to work with big data. This course emphasizes the interpretation and presentation of statistical analysis results. 

SEMESTER 2

MSCA 630 APPLICATIONS OF FINANCIAL METRICS TO MARKETING

This course deals with the application of financial metrics to marketing programs, focusing on both metrics that apply at the level of an overall marketing program, as well as on the analysis of customers and customer segments. Areas covered include construction of a marketing profit and loss forecast, break even analysis, return on marketing investment, allowable marketing costs, customer acquisition costs and customer lifetime value. Emphasis is placed on the development of the metrics as well as on the interpretation and application of them to marketing decisions.

MSCA 635 MULTIVARIATE STATISTICAL ANALYSIS

This course is an introduction to multivariate statistical analysis. It provides students with a survey of widely used multivariate statistical methods. The course begins with the introduction of the multivariate normal distribution among other relevant distributions and their applications for inference. This course continues the study and application of multiple linear regression, canonical correlation, and MANOVA. In addition, applications of factor analysis, cluster analysis, and principal components will be explored. A statistical software package will be used to facilitate the analysis of data. 

MSCA 640 ADVANCED MARKETING METRICS

This course introduces students to the use of marketing measurements to assess the effectiveness of marketing strategies and tactics, measuring systems that quantify a trend, dynamic, or characteristic. Students will learn key metrics in the areas of product, branding, customer satisfaction, advertising, salesforce, email, and online/mobile, and social media.

MSCA 645 THE CONSUMER EXPERIENCE

The customer experience (CX) is the set of perceptions that customers have with respect to interactions with an organization through any channel at any time. This course outlines the parameters of CX and examines the experiential dimension of marketing, branding, retailing, entertainment, and services. Students will gain an understanding of consumer journey mapping of multiple consumer personas, in order to fully understand customer needs, wants, and motivations. Lessons will cover the strategic use of consumer metrics such as customer satisfaction, service quality, and brand loyalty with operations and profitability measures. Students will be expected to develop a CX metrics plan to monitor and improve the customer experience that includes a problem statement, an understanding of the consumer, research design, identification of data sources, and KPIs.

SEMESTER 3

MSCA 650 OPERATIONS & SUPPLY CHAIN METRICS

This course examines how successful companies streamline operations from manufacturing to invoicing through the strategic deployment of operations systems, management tools, concepts and techniques. Emphasis is placed on demand management, forecasting, master scheduling, supplier management and performance, sourcing strategies, inventory management, shop floor management, capacity requirements, MRP, and use of an ERP. Additionally, this course will highlight ways to evaluate performance of strategic partners, technology opportunities for sourcing strategies, and internal and external factors that affect operations and supply chain performance. Case studies will demonstrate how real-world firms master their operations, and students are required to demonstrate their skill in using real world tools: ERP, BI, OEE, and creating dashboards, for analysis of system performance.

MSCA 655 RESEARCH DESIGN AND APPLICATIONS FOR DATA

This course in marketing intelligence covers the function of marketing research within an organization, focusing on the applications of artificial intelligence (AI) and machine learning. Course modules will cover conjoint, predictive models, Bayesian analyses, and advanced multivariate analyses (factor, cluster, discriminant, partial least squares, structural equations) using various estimation techniques (least squares and maximum likelihood). The course will focus on practical marketing applications and relate to consumer metrics, assessing strategies, and sustainable competitive advantage.

MSCA 660 CUSTOMER RELATIONSHIP MANAGEMENT

This course covers the various aspects of Customer Relationship Management (CRM) and the intersection with Customer Experience (CX). CRM has become a marketing mainstay over the past decades demonstrated by the adoption and implementation of CRM systems that moved businesses from product centric to customer centric focus. While individual touch points matter, what matters even more is a customer’s complete, cumulative, end-to-end journey. We will take a holistic view of CRM to include CX and the Customer Journey, by reviewing various business approaches for managing all aspects of the customer lifecycle across all channels (online, offline, and mobile).  

SEMESTER 4

MSCA 665 DATA MINING & ANALYTICS

This course introduces data visualization and predictive analytics techniques using SPSS statistical software. The course will allow students to acquire, clean, and analyze data. In addition students will be introduced to R as a statistical technology environment to support data mining and analysis.

MSCA 670 ANALYTICS PROJECT CONSULTANCY

This is an integrated semester-long consulting project with an organizational partner. The course requires students to identify the parameters of the project and to specify a scope of work with the client. Students will apply analytical, communication, and management consulting skills through applying course concepts to a real world, real-time data analytics project. Teams are expected work collaboratively with the client to develop strategic project objectives, and structure the problem of inquiry and analyses in order to make recommendations. The projects will incorporate skills, techniques, and concepts addressed throughout the program and cross-functional business disciplines. Teams will compete for the designation of top project.