Course: MKT 656. Marketing Analytics (3)
Prerequisite: BANA 607 or equivalent. This course focuses on using a systematic and analytical approach to marketing decision-making. Most of the frameworks, processes, and analyses developed by marketing researchers, consultants, and managers focus on the four “first principles” of marketing: all customers differ; all customers change; all competitors react; and all resources are limited. This course involves analyzing data, and interpreting and communicating results to guide marketing decisions based on these first principles. It covers concepts, methods, and applications of decision modeling to address marketing issues such as segmentation, targeting, product positioning, promotion, pricing, and channel decisions.