Course Detail
Units:
3.0
Course Components:
Lecture
Enrollment Information
Enrollment Requirement:
Prerequisites: "C-" or better in ((MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND (Full Major or Minor status in the David Eccles School of Business OR Full Major Status in Quantitative Analysis of Markets & Organizations)) OR Full Major status in Design.
Description
Since marketing begins and ends with the consumer, the aim is to provide students with a set of decision-aids, tools, and concepts that help them understand what strategies have an impact on consumer behavior and decisions. The learning would be through the various analytics methods that would help the student understand consumer behavior. Topics such segmentation, positioning, pricing, motivation, information processing product diffusion, and satisfaction would be covered. Analytic methods such as regression, A/B testing, and machine learning methods would be discussed.