Marketing Analytics

Catalog description

In this course, students will study various tools for generating marketing insights from data in such areas as segmentation, targeting and positioning, customer lifetime analysis, customer choice, marketing resource allocation and optimization, text analysis, and search analytics. The course will provide hands-on applications of the methods taught in class and case studies that illustrate how these methods are applied in practice. P: BIA 261 , MKT 319 ; Junior Standing.