MKTG 411
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Marketing Analytics
Marketing and Global Supply Chain
Marriott School of Business
Course Description
Key issues in using data and analytical techniques to identify marketing insights from business data.
When Taught
Winter
Min
3
Fixed/Max
3
Fixed
3
Fixed
0
Other Prerequisites
For Marketing majors only.
Title
Data
Learning Outcome
Wrangle and explore data.
Title
R
Learning Outcome
Program in R.
Title
Survey Data
Learning Outcome
Analyze survey data using statistical tests.
Title
Consumer Observational Data
Learning Outcome
Model consumer observational data with regression.
Title
Market Structure
Learning Outcome
Identify market structure using principal component analysis.
Title
Consumers
Learning Outcome
Employ clustering techniques to segment consumers.
Title
Text
Learning Outcome
Scrape, clean, and analyze text.
Title
Results
Learning Outcome
Communicate results in terms of marketing insights.
