Marketing Analytics

Course Code

MKT 418

Hours

3 hours

Type

Elective

Offered

W25

Prerequisites

BBA Junior or BBA Senior or Business Minor or Non-Ross Junior or Non-Ross Senior or MAcc or MSCM or MM

Marketing Research and Analytics: Linking Data to Business Decisions --- The course will introduce students to the entire process of marketing research and analytics and equip students with the knowledge base and tools to gather information from survey, and conduct basic data analysis and relatively advanced data analytic techniques (e.g., conjoint analysis, factor and cluster analyses). The goal is to help students develop a mindset that continuously relies on data to inform business decisions. Students will learn market research and analytics by applying concepts and techniques covered in class to solve different decision problems involved in go-to-market strategies, including market segmentation and targeting, new product design, pricing, and advertising.

Prior to Fall 2014, this course was offered as MKT 318.

Fred Feinberg

Joseph Handleman Professor of Marketing

Professor of Statistics

Prof. Feinberg's research examines how people make choices in uncertain environments. His work focuses on using statistical models to explain complex...