Marketing Analytics

MGMT-4180

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.

Past Term Data