Goizueta Launches Marketing Analytics Center

Emory University’s Goizueta Business School has formally launched a research center for marketing analytics. The Emory Marketing Analytics Center (EmoryMAC) is a unique educational and research enterprise where Goizueta’s faculty scholars and students will interact with business leaders to address issues in marketing analytics and performance management.

The school is also pleased to announce Metro Atlanta-based corporations Delta Air Lines and Ariba as founding partners of EmoryMAC.

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 important role of analytics-based strategy and marketing management.

Through EmoryMAC, Goizueta students have an opportunity to take marketing-related courses and assist in field work from 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 at Goizueta. “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.”

Atlanta is home to the headquarters of 10 Fortune 500 companies and a hub for global business that routinely plays a role in Goizueta’s curriculum through courses, on-campus speakers and case studies. Delta Air Lines and Ariba are among the companies providing data for coursework and research. Each will also play a key role in EmoryMAC’s first spring conference – Leveraging Marketing Analytics for Business Performance – on March 25, 2011.

“At Emory MAC, we are creating unique research partnerships to help firms innovate and leverage their analytical toolboxes,” says Sandy Jap, Dean’s Term Chair and Professor of Marketing at Goizueta. “Through our research, we are learning more about harvesting the branding and relational power of the firm’s conversations and interactions with customers across multiple channels and touch points,”

“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 at Goizueta. “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.”

Log on to http://goizueta.emory.edu/marketinganalytics/ for more information.

About EmoryMAC
Emory MAC is a unique educational and research enterprise where leading scholars and business leaders will assemble and collaborate to address issues related to marketing analytics and performance management for major stakeholders – customers, employees and shareholders. As part of a Marketing Analytics certificate program, EmoryMAC will provide students the opportunity to work directly with firms solving real world marketing problems and work with faculty in developing new support models that will aid marketing decision making. This research will examine the increasingly important role of science-based competitive strategy and differentiation in marketing management. Follow EmoryMAC online via Facebook and Twitter.

About Emory University’s Goizueta Business School
Emory University’s Goizueta Business School is home to an Undergraduate degree program, a Two-Year Full-Time MBA, a One-Year MBA, an Evening MBA, an Executive MBA (Weekend and Modular formats), a Doctoral degree and a portfolio of non-degree Emory Executive Education courses. Follow Goizueta Business School online via Facebook and Twitter.