This course introduces students to advanced marketing techniques designed to measure, manage, and maximize the marketing performance of an organization. Focused on the notion of turning insights into actions, students will be exposed to the tools that can better assess trends, analyze preferences, and help predict favorable outcomes for the business and the consumer. Data mining, predictive analytics, regression analysis, and visualization of findings will be introduced through discussions and cases to give the student 'hands on experience' with timely, in-depth consumer, competitor and environmental information.
