Advanced Marketing Analytics

Catalog description

The use of quantitative data and analysis has become very popular in improving decision making in various decision areas of marketing, such as segmentation, positioning, advertising, promotions, new product development and pricing. It is increasingly common for marketing managers to be challenged by top managers, to show the value of marketing expenditures to an organization's financial well-being. This course will introduce a variety of data based decision-aids in the marketing area that will often focus on those metrics. In addition, the course will introduce you to SAS, a very popular tool that analysts in the business and economics field have been using for decades now and has the potential to open some doors for you when it comes to internships and jobs. The course will also use Python in parallel to re-emphasize what you have already learnt in previous classes. Prereq or Coreq: BUAI/MSBA 407A or MBAC 506 . Prereq: (BUAI/MSBA 433 or OPRE 433 or SCMG/MSOR 433) and ( BUAI 492 or MSOR 492 or BTEC 420 ).