MARKETING ANALYTICS

Description

This course deals with concepts, methods, and applications of marketing decisions. Unlike most marketing courses that focus on conceptual material, this course will provide analytic skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organizations today. The philosophy in this course embraces two main principles: learning by doing and end user modeling. Each concept which will be covered has a software implementation and a problem or case whose resolution can be enhanced through use of the software. The course will be of particular value to students planning careers in marketing and management consulting. The course is designed for students with some background in basic marketing concepts and statistics. Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Team Assignments. Indicative content includes: Response Models Choice Models Regression Analysis Spreadsheet Analysis Conjoint Analysis Bass Model Forecasting Cluster Analysis Discriminant Analysis provide students with the opportunity to learn and apply key methods of marketing analytics, provide students with a practical experience of applying key methods in managing, analysing, and presenting marketing-related data sets. to develop student ability to effectively work as a team whereby they coordinate and communicate with other individuals, and appreciate the importance of teamwork in analysing marketing-related data sets. Attributes Developed 1 Understand how analytical techniques and computer models can enhance marketing decision-making. K 2 Learn to view marketing phenomena and processes in ways that are amendable to decision modeling. P 3 Evaluate and use a number of statistical methods for analysing marketing-related data sets. CT 4 Use a software tool kit that will enable you to apply marketing analytics to real marketing decision problems. P