(Prerequisites: BU 255 and MK 301) This course covers essential decision models and strategic metrics that form the cornerstone of marketing analytics. Using the insight gained in the course, students can predict the outcome of marketing plans to boost return on marketing investment (ROMI). The course emphasizes case studies and hands-on learning so students can immediately apply the tools and techniques in their organizations. A variety of relevant topics are discussed, such as market sizing, forecasting and positioning, promotion budget allocation, profit maximization, and communicating to senior executives through data-driven presentations.