Marketing Analytics

Catalog description

This course covers a wide variety of analytical techniques commonly used to interpret marketing data, including but no limited to multiple regression analysis, general linear modeling, cluster analysis (for market segmentation), and multidimensional scaling (for perceptual maps). Emphasis is placed on using data to inform marketing policies and strategy. Students will use SPSS to edit and analyze primary and secondary data. May be taught concurrently with MKT 670. Cannot receive credit for both MKT 570 and MKT 670. Prerequisite: MKT 350 and MKT 360 ; and undergraduate business majors must be admitted to degree program.