MKTG 6151 - Advanced Marketing Analytics

Credit Hours: 3

Description Modern marketing depends on using data to generate novel insights about the marketing environment and support decision making. This course will introduce students to commonly used analytical tools in areas such as: segmentation, targeting and positioning, satisfaction management, customer choice, product and pricing decisions, customer lifetime value, and text analysis for product/service management. Students will learn by applying these tools to actual business situations and real-world data. PREREQUISITE(S): SCMS 3711 or equivalent Standard Letter