Marketing Engineering and Analytics

Course Code
MKT 630
2.25 hours
  • Winter 22 (B)
  • Winter 23 (B)
Graduate Standing, excluding GMBA and OMBA

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.

Taught By
Fred Feinberg
  • Joseph Handleman Professor of Marketing
  • Professor of Statistics
  • Chair of Marketing
Prof. Feinberg's research examines how people make choices in uncertain environments. His work focuses on using statistical models to explain...