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.
Athena 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
Syllabus