Marketing Analytics (Synchronous e-learning)

About This Course

With increasing recognition of the role of analytics in growing our economy, the demand for professionals skilled in data analytics is set to grow quickly in the next few years. This course aims to impart participants with basic skills needed to analyze data needed for making better marketing decisions. We will start with an overview of marketing problems frequently faced by Asian managers, discuss the kinds of data currently available to solve those problems, and then focus on methodologies and skills needed for analyzing those data. We will discuss data analysis for some (but not all) of the following marketing problems: customer segmentation, customer value measurement, demand forecasting, market entry, pricing and channel management. We will discuss both traditional forms of data (such as survey data, scanner 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 able to develop data-driven rigorous solutions to commonly faced marketing problems.