Jun 16, 2025  
2025-2026 Graduate Catalog 
    
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2025-2026 Graduate Catalog

MK 6460 - Market Research and 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 lifetime 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. The primary software used is R but other tools may be incorporated.

Prerequisite: BIA 6301 .