This course will equip students to think about marketing problems in an analytic rigorous perspective using statistical tools to conduct quantitative marketing analysis. It helps managers to take a data driven approach to solve marketing problems. We will cover some of the most common marketing techniques including models for customer value, segmentation, targeting, search analytics and paid advertising.
Carlos Daniel Santos
Weekly - Available soon
Total - Available soon
Hair, Black, Babin, Anderson, Tatham, Multivariate Data Analysis, Prentice Hall Lilien, Rangaswamy, de Bruyn, Principles of Marketing Engineering and Analytics
Applied lectures with empirical case studies and student field work
Final Exam (50%)
1. Analytics in Marketing.
2. Data Analysis and Preparation (+SPSS).
3. Customer lifetime value.
6. Search analytics and paid advertising.