Seminar in Marketing Management
- Winter 22 (B)
Go-to-Market Analytics --- This course introduces students to marketing research and analytics, which provide information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process and different analytical tools, how to utilize them effectively to extract insights from data, and how to integrate such information into the marketing decision-making process. We will discuss both the "production" and "consumption" of information for marketing decisions.