DATA-DRIVEN MARKETING

Catalog description

This course provides a sophisticated framework to quantify the impact of various marketing efforts, with special attention to assessing both their short-term and long-term implications. The course explores how traditional marketing measures — such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share — are linked to strategic outcome. Students will develop skills and gain experience in formulating and implementing specific techniques for analyzing market insights data once it has been collected and using it to make better marketing decisions. (3 credits) spring