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2021-2022 Catalog
MAR 6735: Consumer Analytics

Course Description for Consumer Analytics

MAR6735: Consumer Analytics
Prerequisite:  MAR 6805 or instructor permission and ECO 6415
Description: This overview course explores the broad topic of analytics by focusing on the aspects important to marketing managers such as segmentation, targeting, positioning, product innovation, promotion strategy, and customer lifetime value. Through interactive classes students will learn the foundations of marketing analytics including preparing, managing, exploring, and analyzing marketing data with appropriate statistical tests, and communicating results to executives using effective language and visualizations. This course is less about building models and more about practical analysis and communication of results. Those successfully completing the course should feel comfortable approaching marketing data to discover meaningful patterns and communicate results that will facilitate decision making in all areas of marketing. (3 credit hours)