This course examines how analytics and artificial intelligence (AI) are transforming the marketing function by enabling data-driven insight into customer behavior, preferences, and market dynamics. The course focuses on applying analytical approaches to key marketing decisions, including the customer journey, segmentation and targeting, pricing and promotion, marketing mix effectiveness, digital and programmatic advertising, and customer acquisition and retention. Emphasis is placed on interpreting marketing analytics to inform strategy and execution, while considering ethical data use, responsible technology adoption, and the application of a Christian worldview to marketing decisions that affect individuals, communities, and society.