The objective of this course is to show students how to apply an analytical approach to marketing decision making in this era of "big data." Through a combination of theory-based and hands-on learning, participants of this course will be able to learn the key set of marketing analytical techniques, including but not limited to segmentation and targeting, new product design, customer value management, and marketing mix modeling. The theoretical content from the text book will be augmented with real life applications and my reflections as a practitioner of this field.
The objective of this course is to show students how to apply an analytical approach to marketing decision making in this era of "big data." Through a combination of theory-based and hands-on learning, participants of this course will be able to learn the key set of marketing analytical techniques, including but not limited to segmentation and targeting, new product design, customer value management, and marketing mix modeling. The theoretical content from the text book will be augmented with real life applications and my reflections as a practitioner of this field.
