MKTG-662 Marketing Analytics (3)

Marketing analytics involves identifying and collecting relevant data, selecting key metrics, developing models that connect these metrics, and using quantitative tools to uncover customer insights and to monitor and maximize the effectiveness of marketing initiatives. This course introduces students to techniques for data visualization and statistical and pattern analysis in a variety of settings involving marketing decision making. Students are exposed to datasets, cases, and readings that span a variety of topics such as market segmentation, market response models, customer profitability, word of mouth marketing, search and social media marketing, and resource allocation. Grading: A-F only. Prerequisite: ITEC-610 and MKTG-612.