Pradeep Chintagunta and Gunter Hitsch
Marketing faculty members Pradeep K. Chintagunta and G√ľnter J. Hitsch have launched new courses to coincide with the new concentration.

Booth Introduces Concentration in Marketing Analytics

The school's 14th concentration will focus on the growing area of quantitative marketing.


Chicago Booth is adding a new concentration in marketing analytics to its curriculum, bringing the total number of concentrations available to Booth students to 14.

The new concentration focuses on the growing area of quantitative marketing and appeals to students who are considering careers in the consumer packaged goods or high-tech industries, for example, said Lisa Messaglia, executive director of faculty services.

Students will be able to leverage their knowledge of economics, marketing, consumer behavior, and statistics to analyze and interpret results and lead the development of insights based on data and trends. They will have access to large, academic databases hosted by the James M. Kilts Center for Marketing.

Faculty members have also launched new courses to coincide with the new concentration. Marketing Strategy with Simulation, offered by Pradeep K. Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, will cover the topics in the existing Marketing Strategy course while adding hands-on experience with segmentation and perceptual maps and a computer simulation in which students make marketing decisions.

Günter J. Hitsch, professor of marketing, will begin offering Data Science for Marketing Decision Making, an advanced course that emphasizes skills to implement tools for marketing analytics in practice.

Other courses offered as part of the concentration include Pricing Strategies, Digital and Algorithmic Marketing, Data-Driven Marketing, and two PhD courses covering advanced quantitative marketing.

The new concentration, available now for current students, will play to the research strengths of Booth’s entire marketing faculty, spanning the broad spectrum of quantitative and behavioral marketing, Messaglia said. 

—By LeeAnn Shelton
January 27, 2017