Course overview
To provide students with the theoretical and operational tools of marketing analytics for decision making at the advanced level. Students will explore the intricacies of marketing analytics. They will develop the skills and knowledge needed to extract meaningful insights from data and drive effective data-driven strategies.
- Brand Growth Analytics
- Consumer Preference and New Product Adoptions
- Response Models and Media Analytics
Course learning outcomes
- Apply and explain advanced marketing analytics tools to interpret data from various sources
- Communicate complex marketing analytics findings effectively to both specialist and non-specialist audiences
- Evaluate empirical data to evaluate business growth patterns across different industries and countries and identify key factors influencing these patterns
- Translate the results of quantitative analyses into managerial insights for marketing decision-making to solve strategic and tactical problems