Marketing Analytics

MGMT-6180

The objective of this course is to apply a systematic and analytical approach to marketing decision-making and to build skills and confidence in undertaking such analyses on your own. We will study tools for generating marketing insights from empirical data in such areas as segmentation, targeting, positioning, customer choice, new product design, and forecasting. This will be a hands-on course in which you apply the tools studied to actual business cases. We will cover analytical techniques typically bundled under "marketing analytics" such as regression, cluster analysis, discriminant analysis, logit model, conjoint analysis, bass model, etc. We will NOT be approaching these topics theoretically, that is, via equations or proofs. Instead, we'll learn how and when to apply each model and what they tell marketers.

3 credits
Prereqs:
none

Past Term Data

Offered
Not Offered
Offered as Cross-Listing Only
No Term Data
Spring Summer Fall
(Session 1) (Session 2)
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
Strategic Info Systems Mgmt (3c)
  • Satish P Nambisan
Seats Taken: 9/30
2010
Strategic Info Systems Mgmt (3c)
  • Satish P Nambisan
Seats Taken: 13/20
2009
Strategic Info Systems Mgmt (3c)
  • Damon Charles Rosenthal
Seats Taken: 12/100
2008
Strategic Info Systems Mgmt (3c)
  • Satish P Nambisan
Seats Taken: 19/35
2007
Strategic Info Systems Mgmt (3c)
  • Satish P Nambisan
Seats Taken: 9/40
2006
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 5/40
2005
Strategic Info Systems Mgmt (3c)
  • Irina Ilovici
  • Lynn DeNoia
  • Thiagarajan Ravichandran
Seats Taken: 18/6140
2004
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 13/40
2003
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 29/8125
2002
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 10/80
2001
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 38/1850
2000
Strategic Info Systems Mgmt (3c)
  • Thiagarajan Ravichandran
Seats Taken: 39/90
1999
1998