Advanced Marketing Analytics

Catalog description

Analytical methods for solving marketing problems. Emphasis on use of multivariate statistical techniques (e.g. regression models, time series models, principal components analysis, cluster analysis, discriminant analysis, ANOVA, survival/duration models, etc.) to aid marketing tasks and decisions in areas such as customer classification, segmentation, profiling, and targeting; prospecting with archival data; customer response to marketing interventions; customer acquisition/retention tactics; customer relationship management (CRM); sales forecasting; media allocation decisions; market basket analysis; etc. Graded on an A-F basis only. Credit Hour : 1-3 Prerequisites or Corequisites: MRKTNG 8180 Prerequisites: GPO Consent Required