BUMK 758K

Advanced Marketing Analytics
Credits: 
2

This course deals with the analysis of marketing data needed for profitable marketing decisions. It teaches students advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers__ choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.