Data Driven Marketing Decisions

Graduate Prerequisites: QST MK723 or MK724, QST QM716 or QM717 - This course will focus on developing marketing strategies driven by marketing analytics. Topics covered include market segmentation, targeting, and positioning, and new product development. The course will draw on and extend students' understanding of issues related to quantitative analysis and principles of marketing. The course will use a combination of cases, lectures, and a hands-on project to develop these skills.