Rutgers University 3 credits Marketing
Today’s managers typically have access to large quantities of data. Careful analyses of such data lead to an improved understanding of the marketplace and, in turn, improve the quality of marketing decisions. This course will cover statistical models and techniques that can be effectively used by managers on marketing datasets. This course emphasizes data situations that students are likely to face in marketing and consulting jobs. The main topics covered in this course are customer value measurement, segmentation & targeting analysis, positioning analysis, new product design decisions, and new product forecasting models. This course integrates marketing concepts with practice and emphasizes learning by doing. It provides software tools to help you apply marketing concepts to real decision situations. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics. The 60% of the course consists of hands-on data analysis; students will work on datasets that are provided by the book-cases and also the ones provided by the instructor.
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