Marketing Metrics

Catalog description

This course is designed with marketing managers in mind. As profession marketing is evolving, it is no longer based primarily on the conceptual content. Marketers get exposed to thousand times the volume of data she(he) saw five years ago. More data cannot lead to better decision making unless managers learn how to use that data in meaningful ways. In this course, students will be introduced to the analytical decision models that assist modern managers in making marketing decisions related to targeting, product design, communications, and more.