MRKT 850: Data Driven Marketing Strategy

Prereqs: GRBA 851 or one or more graduate or undergraduate statistics classes that cover basic statistics through least-squares regression.
Theory and strategic use of large marketing databases. Translating market data into insights for decisions like pricing, advertising response, resource allocation, and new product forecasting. Topics covered include market response models, linear models, clustering and classification, conjoint analysis techniques, resource allocation models, forecasting models, customer profitability analysis, customer choice modeling, value pricing, product line decisions and other significant strategic marketing issues facing today’s managers.
Credit Hours: 3
Course Format: Lecture 3
Course Delivery: Classroom, Web