Customer Analytics (MKTG-482-0) **This course was formerly known as MKTG-953-0**
Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team.
We will use the statistics program R in Customer Analytics. R is harder to use that Stata but has become the industry standard (together with Python) and is extremely good for data management, visualization, and Machine
Learning.
Before you start the course, you will need to learn how to use R using tutorials and screencasts I will make available on December 15, 2018. There will be a quiz to make sure that you are sufficiently proficient in R before the course starts. Please do not take this class if you are not willing or able to make this investment.
Marketing Research and Analytics (MKTG-450-0) The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.
