MKT327 Marketing Analytics

[3–0, 3 cr.]

This course exposes students to the recent quantitative and analytical techniques used in enhancing marketing decision making in modern enterprises.  Implementations of the techniques will be demonstrated using a parsimonious Excel-based software package. Key topics of the course include Customer Value Assessment, Segmentation, Targeting, Positioning, Sales Forecasting, New Product Development, and Marketing Mix Design.

Prerequisite: MKT201 Introduction to Marketing