MKT 614 - Marketing Analytics

This course takes a fully hands-on and experiential approach to expose students to the usage and interpretation of a variety of marketing analytic methods and tools. Emphasis is placed on gaining skills in transforming various types of data into powerful insights capable of driving key marketing and business decisions. It builds on MKT 501 by demonstrating how key marketing activities learned in that course are informed via data-driven approaches. Analytical approaches covered within the course include customer lifetime value analysis, the identification of consumer segments, perceptual mapping for the product positioning, pricing decisions, new product development, sales forecasting, and others that impact important marketing-related decisions. Closely coached by the instructor, students will have the opportunity to use a powerful yet user-friendly Excel-augmenting software program to conduct complex analyses with relative ease. Engaging case exercises and a competitive simulation play a significant role in the course experience, giving students multiple opportunities to apply the concepts and methods learned to different scenarios faced by large and small companies.

Concentrations - Marketing

Credits: 3