May 20, 2024  
2018-19 Graduate Catalog 
    
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2018-19 Graduate Catalog [ARCHIVED CATALOG]

MK 6460 - Market Research & Analytics

(2)

This course is focused on enhancing students knowledge and skills of exploring, analyzing, and interpreting marketing data. Students will be exposed to the latest and widely adopted approaches in marketing area regarding understanding customer metrics, marketing mix, and marketing environmental factors through a series of data-driven techniques. Specifically, this course will cover modules such as customer life time value, market segmentation, experiment data analysis, market basket analysis, conjoint analysis, survival analysis, and other related marketing research techniques. Each of these modules represents an important avenue that supports marketing strategies. Therefore, this course is designed to build strong links between data analysis and marketing decisions. SAS Foundation and SAS Enterprise Miner will be the primary software used in this course. SAS Text Miner and SAS Forecast Studio will also be used.

Prerequisite: BIA 6301 .