Marketing Analytics

Catalog description

The overarching purpose of this course is to convey the benefits of a systematic and analytical approach to marketing decision-making. Further, students will learn to build skills, acquire knowledge and develop attributes necessary to undertaking such marketing analysis. This course will prepare individuals who (1) appreciate the importance of competitive advantages leveraged by analytics: (2) understand the existence of the tools, the advantages and limitations of each tool; and (3) can apply these tools, interpret the input and communicate the output from these tools and models and apply them to assist business decisions. Prerequisites : MRKT 5000 or equivalent and BUSN 5760 or MRKT 5890.