MKTG 6600 - Marketing Analytics

This course in data-based decision making; it examines how data and analytics can be used to improve marketing decisions. Students learn how to use Excel and the Marketing Engineering add-in to build predictive models in order to help make decisions about market segmentation and target market selection; new product and service design; product positioning; pricing; and allocation or marketing mix expenditures. Specifically, the course will cover: conjoint analysis, logit models, Multidimentional Scaling (MDS), and marketing mix response models.