Marketing Analytics

Catalog description

This course aims to develop students’ understanding of a critical element of today’s marketplace: customer data, strategic usage, audits, and metrics. Students learn how market data is collected and translate raw data into relevant market information to address marketing issues such as the definition of product or service attributes, segmentation, targeting, and positioning. This course will introduce techniques and methods associated with market research data and analysis to develop specific operational plans. Also, it would involve formulating critical managerial problems, developing relevant hypotheses, and analyzing data sources and techniques commonly employed in making effective marketing decisions to receive a return on every sale and marketing investment. Prerequisite: Completion of all lower-level coursework.