MKTG3112 - 01 - Marketing Analytics

This course will provide you with an introduction to marketing analytics. We will study various tools for generating marketing insights from data in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, product and price decisions using conjoint analysis, and text analysis and search analytics. This will be a hands-on course based on the Marketing Engineering (Enginius) approach and Excel software, in which you apply the tools studied in class to actual business situations. You will also complete a group project in which you collect and analyze data or introduce your fellow students to a marketing analytics technique not studied in class.