This course introduces students to the analytical tools and quantitative techniques used to enhance marketing decision-making in today’s data-driven business landscape. It equips students with the skills to collect, analyze, and interpret marketing data, transforming it into actionable insights that support customer-centric and performance-driven strategies. The course emphasizes hands-on learning through case studies, business scenarios, and practical applications, simulating real-world marketing challenges.

Topical coverage includes: customer segmentation and targeting; positioning analysis; sales and demand forecasting; pricing strategies; conjoint analysis for product evaluation; customer lifetime value (CLV) modeling; sentiment analysis of customer and social media data; and marketing resource allocation. The course highlights how these analytical methods enhance effectiveness across the marketing mix and prepare students to make data-informed recommendations that align with organizational goals and improve overall marketing performance.
 

Prerequisite: MKT 201 Introduction to Marketing