University at Buffalo 1 credit Management and Policy
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. You will learn how to use a number of analytical marketing techniques in this course, including customer valuation analysis, market segmentation, market sizing, strategic positioning analysis, multi-attribute modeling, A/B testing, and price-sensitivity analysis..
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