Data and Analysis for Marketing Decisions

Catalog description

This course provides students with statistical and computational skills that are critical for business research and analytics, using real world data from marketing applications. Through lectures, hands-on exercises, and cases, the course equips students with data analysis tools so they can take advantage of firm and consumer data by extracting meaningful information from them for decision making. The course covers statistical skills including regression, cluster analysis, and choice models, as well as computational skills using statistical programming software. Specific applications include topics such as pricing, conjoint analysis, market segmentation, targeting, experiments, and mobile marketing.