Mktg Tech, AI & Analytics

In This Section

Name	Title	Credits	School
MTAI 710	Customer Data Platforms (CDPs): Identify Resolution, Activation & Governance	3.0	School of Management
This course builds competence in first-party customer data strategy, privacy-aware marketing technology architecture, and artificial intelligence-enhanced activation, emphasizing customer data platform ecosystems. Students practice data-flow and governance diagramming to show where consent, retention, and access controls are enforced. In hands-on labs, students unify data sources, perform identity resolution and profile unification, use artificial intelligence to enrich and segment profiles, and execute a privacy-respectful activation workflow, culminating in a concise governance memorandum. Prerequisite Course(s): Prerequisites: BUSA 602
MTAI 720	Artificial Intelligence for Content Creation & Personalized Experiences	3.0	School of Management
This course examines the strategic integration of generative and predictive artificial intelligence into contemporary content marketing and digital communication systems. Students explore structured content marketing strategy, AI-assisted content production, personalization frameworks, conversational search optimization, and KPI measurement systems aligned with measurable business outcomes. The course emphasizes managerial decision-making, ethical governance, bias mitigation, intellectual-property considerations, privacy compliance, and scalable implementation. Students culminate the course by designing a comprehensive AI-enhanced digital campaign strategy supported by a performance dashboard and executive implementation roadmap. Prerequisite Course(s): Prerequisites: MRKT 620
MTAI 730	Social-Media and Digital Marketing Analytics	3.0	School of Management
This course examines how social platforms function as real-time marketing environments for brand discourse, community formation, and social commerce, and trains students to measure and improve performance using modern digital analytics. Integrating network and community theory with applied quantitative methods, students learn how to collect, manage, and analyze social and digital marketing data (e.g., content, engagement, audience, campaign, and conversion signals) using a mix of platform-native tools and analytics workflows. In hands-on labs, students conduct social listening and sentiment analysis, evaluate influencer and creator impact, diagnose anomalies and reputation risks, and integrate social data with web analytics or sales/CRM indicators to produce actionable recommendations and measurement-ready reporting. Prerequisite Course(s): Prerequisites: BUSA 660 Corequisites: QANT 605
MTAI 740	Marketing Experimentation and Performance Measurement	3.0	School of Management
Effective resource allocation in marketing relies on rigorous empirical evidence. This course introduces students to experimental design, geo-lift and time-series causal inference, attribution logic, and marketing-mix modeling, drawing on econometrics, statistics, and behavioral science. Students design controlled studies, estimate causal effects, and translate findings into financially grounded budget recommendations while communicating uncertainty and limitations to decision-makers. Prerequisite Course(s): Prerequisites: QANT 605
MTAI 750	Marketing AI, Analytics, and Martech Architecture Capstone	3.0	School of Management
In this culminating course, student teams apply concepts and tools from across the program to solve a real or simulated marketing problem for an organization and to propose an implementable, measurement-ready solution. The capstone is designed to build on and integrate projects and artifacts completed earlier in the program e.g., prior analytics, experimentation, AI, and communication deliverables so that teams can refine and extend that work into a coherent end-to-end solution and executive narrative. Prerequisite Course(s): Prerequisites: MTAI 710