| Course ID: | MARK 4350. 3 hours. |
| Course Title: | Marketing Analytics |
Course
Description: | A practitioner-oriented introduction to the methods of
marketing analytics. Class examples and exercises are drawn
from real-world applications, and students will be actively
engaged in executing the methodologies using relevant software. |
| Oasis Title: | Marketing Analytics |
| Prerequisite: | MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon successful completion of the course, the student should:
• Understand the conceptual foundations of relevant
market analytics methodologies.
• Be able to access the appropriateness of analytical
methods for different applications.
• Understand the benefits provided by analytical methods
in marketing management.
• Have gained hands-on analytical application skills
utilizing relevant software.
• Be able to properly interpret and communicate
methodological results. |
| Topical Outline: | Fundamental metrics and software basics
Regression extensions
Data reduction methods
Clustering techniques
Classification methods
Conjoint methods
Scaling and perceptual mapping
Time series forecasting
Decision trees
Optimization techniques
Simulation methods |