Marketing Engineering and Analytics

Course Code

MKT 630

Hours

2.25 hours

Type

Elective

Offered

Prerequisites

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.

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 complex...