Analytical Marketing Strategy

Catalog description

This course focuses on marketing strategy-the strategic decision of what value to provide customers, how to deliver it, and how to do so profitably. This analytical, case-based course enables you to combine your understanding of marketing with analytical tools to provide strategic guidance to senior executives such as the CEO, CMO, or CFO of a company. We will use the customer value equation and satisfaction-profit chain concepts to develop strategic decisions. Methods employed will include linear and logistic regression, A/B experiments, and conjoint analysis, using SPSS and Excel for analysis.