MARKETING ANALYTICS

Catalog description

This course deals with applications of analytical tools to address marketing issues such as segmentation, targeting and positioning, advertising and promotion planning, sales force management and new product design and development. The goals of this course are to develop skills to translate conceptual understanding into specific operational plans - an important skill increasingly in demand by businesses, and to be familiar with cutting-edge marketing trends that impact marketing analytics usage. Students will develop marketing plans with analytics in various decision contexts using computer software packages.