MKT 3390 Marketing Analytics
(formerly MKT 339; BUS 339)
Marketing is rapidly changing due to today's dynamic and connected environments. New approaches to marketing are heavily dependent upon analytical tools and the effective use of those tools depends on the knowledge and skills of the users. The availability of spreadsheet software such as Excel has made it easier to analyze and visualize data that represents the marketplace and marketing phenomena. This course is designed to help marketing students understand the role of analytical techniques and computer models, and how they enhance marketing decision-making. Using a case-based approach, students apply these analytical techniques to marketing activities such as market segmentation, branding and positioning, choice modeling, new product design, forecasting and marketing communications.
Distribution
Business