February 11, 2011

Goizueta launches marketing analytics center

Tim Halloran, executive director of EmoryMAC

Goizueta Business School has formally launched a research center for marketing analytics. The  Emory Marketing Analytics Center (EmoryMAC) offers educational and research opportunities for Goizueta's faculty scholars and students to interact with business leaders to address issues in marketing analytics and performance management.

Marketing analytics encompasses all the data used to determine success of a marketing venture such as return on investment, customer-relationship management and others.

As part of a marketing analytics certificate program, EmoryMAC will provide MBA and undergraduate students the opportunity to work directly with firms on current projects, many of which are based in metro Atlanta. Resulting research will examine the role of analytics-based strategy and marketing management.

Through EmoryMAC, Goizueta students can assist in field work with various sponsoring companies.

"When we re-designed the MBA curriculum at Goizueta, we paid particular attention to the needs of hiring companies and the necessary skills for on-the-job success," says Douglas Bowman, senior associate dean of external relations and professor of marketing. "Students who take courses within EmoryMAC will have a chance to interact with firms looking to apply findings from analytical research and gain experience that will be key throughout their careers."

"We're taking learning opportunities out of the classroom and into the real world," adds Tim Halloran, executive director of EmoryMAC and adjunct instructor of marketing. "We're combing theory and applicability to help our partner companies in day-to-day operations and give our students valuable experience by working on actual projects with their own unique challenges."

Delta Air Lines and Ariba – founding partners of EmoryMAC -- are among the companies providing data for coursework and research. They play key roles in EmoryMAC's first spring conference, "Leveraging Marketing Analytics for Business Performance" on March 25.

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