MKTG 5250 - Advanced Marketing Research and Analytics

3 hours

Use of advanced marketing research and analytics in making marketing decisions (e.g., segmentation, targeting, positioning, marketing planning, profitability management, and assessing and ROI of marketing campaigns). Emphasis is on using advanced qualitative and quantitative analysis techniques. Enhances students’ knowledge and skills in data-based decision making, advanced qualitative and quantitative analysis, multivariate statistics, and marketing intelligence in the context of marketing applications. Uses hands-on experiential learning methods to impart and strengthen the required skills and knowledge.

Prerequisite(s): MKTG 5150, DSCI 5180 (may be taken concurrently).