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)
Student learning Outcomes
Students will be able to formulate appropriate methodologies for specific applications.
Students will be able to assess the appropriateness of methodologies for different applications.
Students will be able to communicate the benefits provided by different methodologies.
Students will have gained hands-on analytical application skills utilizing relevant software.
Students will 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
Institutional Competencies Learning Outcomes
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
