Marketing Analytics

Whereas ALS455 (Marketing Management) focuses on the marketing manager and takes a top-down, managerial perspective to marketing, ALS459 instead focuses on the marketing analyst and takes a bottom-up perspective to marketing. Through an active learning, workshop-style class experience, Marketing Analytics integrates and extends the core concepts of ALS455 (Marketing Management) by introducing the analytic techniques required to enable effective decision making in relation to each of these topics. Class will begin with a discussion of questionnaire design and then move into several of the most popular analytic techniques, including customer lifetime value, advertising response curves, perceptual mapping, resource allocation, segmentation and conjoint analysis. Strong emphasis will also be given to the interpretation and application of results through team based case analyses and presentations. To reinforce these concepts, students will also participate in a data analytics simulation developed by Harvard Business Press.

ALS 455 or equivalent with faculty permission