Data-Driven Marketing Management

Marketing is the managerial process by which a business develops a meaningful understanding of target customers and prospects to create and deliver offerings that provide value, to then capture a share of that value for itself. Using quantitative marketing cases and related exercises, students will develop analytical competence to make decisions in various contexts. Specifically, this module will introduce a wide variety of quantitative metrics and models to improve marketing decision making in such areas as sales forecasting, customer segmentation/targeting, product/brand positioning, price, and promotion.