Marketing Analytics

This course explores quantitative approaches to improve marketing decision-making and marketing interactions, including strategic marketing, e-marketing, advertising, pricing, sales force management, sales promotions, and new products. A strong emphasis is placed on the development, implementation, and application of quantitative models. During the course, students will be given the opportunity to learn about the use and evaluation of models through quantitative assignments.

1. Understand different research designs using marketing data

2. Measure customer value and identify opportunities to create customer value

3. Use customer data to segment markets, target customers and position products in the marketplace

4. Monitor customer sentiment using social media listening tools

5. Use data to improve new product and service design

6. Identify optimal pricing and promotion strategy using data

7. Conduct A/B testing on digital platforms

8. Learn and apply text analysis techniques to improve customer value

9. Apply social network analysis to identify influencers in customer population

10. Identify future opportunities in the field of AI and Blockchain to improve customer value