BIZ-MA Marketing Analytics

This course aims to impart participants with basic skills needed to analyze data for making better marketing decisions. We will start with an overview of marketing problems frequently faced by Asian managers, and then discuss the kinds of data currently available to solve those problems. We then will discuss data analysis methodologies for some (but not all) of the following marketing problems: customer segmentation, customer value measurement, demand forecasting, market entry, pricing and advertising effectiveness. We will discuss both traditional forms of data (such as survey data, retail store data) and big data (such as textual data, search engine data). The course will attempt to illustrate problems from both digital and offline marketing domains, and from both business-to-business and business-to-consumer settings. After taking this course, participants will be more confident in using data to develop rigorous solutions to commonly faced marketing problems.

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