Data-Based Decision-Making in Marketing

Catalog description

A systematic, analytical approach to marketing decision-making. Students will build their analytical skills through a combination of lectures, cloud-based software tools, and business case studies. Emphasis is on a hands-on approach to solve real-world marketing problems in domains such as segmentation, targeting, positioning, pricing, and resource allocation. Students will be able to assess the financial impact of marketing expenditures including bottom-line metrics and will draw on data visualization basics to effectively present their analysis to their peers. Graded on A-F basis only. Prerequisites: ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050 ), MRKTNG 3000 , MRKTNG 4900 , and STAT 2500 (or STAT 2200 and one of the following: STAT 1200 , STAT 1300 or STAT 1400 ). May be restricted during early registration to: Business students only and/or students who have declared the Marketing Analytics Certificate. Some sections may be restricted to BSBA residential or BSBA Online students only. Credit Hour s : 3