This course applies data analytics to problems in marketing to better understand customer needs and preferences; and to help organizations accomplish their strategic goals and objectives. Special emphasis will be placed on summarizing marketing data, forecasting new products, pricing strategies, estimating demand, market segmentation, calculating customer lifetime value, retailing, advertising, and internet and social marketing. Students will also learn how to construct models to support decisions in the areas of customer acquisition, engagement, satisfaction, and retention. This course will integrate the fundamentals of marketing analytics with research design best practices related to survey design, execution, and analysis; and qualitative methods including focus groups, case studies, and interviews.
UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN: