Marketing Engineering and Analytics

Marketing Engineering and Analytics --- This course focuses on a systematic, analytical approach to marketing, one that will enable you to: identify appropriate options and actions; calibrate costs and expected returns for each; and choose those with the highest likelihood of achieving business goals. Specifically, we will learn how to actually segment/target customers, optimize and position product attributes, along with the kinds of deployable, accessible analytic techniques transforming current-day marketing practice. No prior programming experience is necessary, as we will make use of the remarkable "Marketing Engineering" software environment, text, and case suite in order to make analytics both integrated and focused on extracting decision-oriented marketing information.