Marketing Research and Analytics

Marketing Research and Analytics --- 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.