MKTG-755 Applied Market Segmentation (1.5)


This course brings together geography and demographics (geodemographics) to teach students how to segment markets and consumers more precisely so that marketing resources are used more effectively. Students also learn about the availability and characteristics of public and proprietary data and how these sources can be merged to provide valuable insights about consumer behavior and target marketing. This is a hands-on, practical course that includes mapping; reporting, and writing assignments using the proprietary software and segmentation tools developed by Nielsen Claritas; the market leader in precision marketing. Prerequisite: MKTG-612  or MKTG-632 .

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