MKTG 481 - Marketing Analytics

This course focuses on analytics as applied to the field of marketing. Although the tools used in this course are primarily Excel- and SPSS-based, modules on more specialized tools are included as well. Topics include advanced Excel functions, marketing metrics, pricing, demand forecasting, customer preference modeling, customer value, quantitative segmentation, survival analysis, attribution analysis, and data visualization. This is an applied, case-based course in which students learn a variety of tools and methods to solve marketing problems. Basic knowledge of Excel is required.

Prerequisites & Notes: Majors only. MKTG 381; MKTG 382; DSCI 305 or concurrent.
Credits: 4
Grade Mode: Letter