Marketing Analytics*

Familiarize students with data-driven marketing strategies and to help them understand the process of converting data to marketing decisions. Provide a working knowledge of data handling and modeling techniques using widely-used software and tools. Present applications of the techniques to new product design, consumer segmentation, targeting customers, pricing, search engine advertising, and sales force allocation. Acquire a practical knowledge of the use of big data and of machine learning and statistical learning techniques in marketing analytics

At the end of the course the student will feel comfortable making data-driven marketing decisions independently as well as in a group setting, will gain competency to utilize the commonly-used software tools for his / her marketing-related data analysis needs, will be able to carry out these techniques independently after practicing on several full-length cases.