Applied Marketing Analytics & Business Intelligence

Applied Marketing Analytics & Business Intelligence focuses on understanding and applying quantitative models to determine response to core marketing actions, including segmentation and targeting, positioning, forecasting, customer profitability, new product development (conjoint analysis), resource allocation, pricing decisions, etc. The course concentrates on the analytical aspects of the models, specifically on how to analyze the models’ output/results and leverage them to select or optimize marketing actions/product strategies. The course also includes a hands-on, case-study-based primer on creating analytic reports, which are used to analyze the actual results of the marketing actions, using leading Business Intelligence/analytics software (such as, Power B.I.).

Fall, Spring, Summer

023056