MKTG 4580

This course equips students with the quantitative skills needed to make data-driven marketing decisions. Through real-world cases and hands-on experience with data analytics software, students learn how to work with consumer-generated big data, evaluate marketing and sales problems, apply appropriate analytical method, and make strategic marketing decisions based on their findings. Topics include market segmentation and targeting, marketing mix analysis, consumer behavior analysis, purchase pattern analysis, data analytics techniques, and strategic marketing decision-making.