(ECO 325) Consumer Insights through Data Analysis

3 Credits

Explores marketing analytic approaches aimed at improving the understanding of customers and customers' perceptions, thereby enhancing the effectiveness of marketing decision-making and implementation. Foundational data analysis techniques are examined in such areas as advertising, customer acquisition and retention (customer relationship management), segmentation, customer loyalty, lifetime-value analysis of the customer, pricing, sales force management, sales promotions, and new products. The development, implementation, and utilization of quantitative models on customer data are emphasized. Prerequisites as noted below. Prerequisites: MKT 111 and ECO 146 Attribute/Distribution: Q