Marketing Analytics ((3))

Catalog description

The course provides a fundamental understanding of marketing research and analysis methods. Students will work on real-world case studies and projects and learn how to drive successful product and service design with marketing data and metrics. Topics may include problem formulation, exploratory analysis, primary and secondary data analysis, sampling, experimental design, perceptual mapping, segmentation analysis, CRM, and interpretation and reporting of results. Emphasis is placed on critical analysis of marketing problems as well as quantifying the impacts of marketing inputs on sales and financial performance.