University at Buffalo 2 credits Management Marketing
The objective of this course is to develop an understanding of the marketing function in organizations. Marketing is the set of activities, institutions, and processes used to create, communicate, deliver, and exchange products and services. With the rapid expansion of data collection, aggregation, and warehousing capabilities of firms, marketing has become increasingly reliant on data (e.g., primary, secondary, test-market, sector-industry-category estimates, and so on) to make decisions. Thus, a number of analytical marketing techniques will be demonstrated in this course, including but not limited to data acquisition (testing, web scraping, survey methods, conjoint analysis), data aggregation, market segmentation, sensitivity analysis, data visualization, analysis of market trend data, estimation of market size, marketing mix modeling, and data classification.
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