This course demonstrates the benefits of using a systematic and analytical approach to marketing decision making. An analytical perspective will enable students to understand how firms can systematically evaluate their strategies for managing the specific opportunities and challenges posed by analytics-driven decision making in today’s data era. It will further prepare them to use and execute data analytic techniques on real-life company data and case studies to understand how to solve marketing analytics problems in a scientific and process-driven manner. More specifically, the course will provide a gentle introduction to analytic techniques such as customer choice analysis, conjoint analysis, customer lifetime value analysis, segmentation analysis, and structural equation modelling. After successful completion of this course, students will be well equipped to make return on investment cases for marketing expenditures, which companies are increasingly requesting from their executives.
Grad Scheme
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Prerequisite Courses