MKTG 482. Marketing Analytics

Credits 3.00 PeopleSoft Course ID 004297 Grading Basis GRD

This course focuses on the use of information technology and marketing metrics to increase marketing productivity. Students learn how to evaluate marketing strategies and performance using database queries and statistical analysis. Information technologies are applied in market segmentation and target marketing, lifetime value analysis and RFM (recency, frequency and monetary value) analysis. Prerequisite(s): COB 300 or permission of the academic unit head.