Marketing Analytics.

Catalog description

This course will serve as an introduction to marketing analytics. Students will study various tools for generating marketing insights from empirical data in areas such as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, and product and price decisions using conjoint analysis. This is an experiential learning course where students will define and refine KPIs, analyze business requirements, select appropriate analytics platforms, and use data to solve real-world business problems. Students will learn how analytics can be used to optimize all areas of marketing including consumer behavior prediction, advertising targeting and optimization, social media, mobile and digital platforms/applications.