MBAB 5P85 - Marketing Analytics and Intelligence

Essential decision models and strategic metrics that form the cornerstone of marketing analytics. Predicting and managing customers’ lifetime value, and boosting return on marketing investment (ROMI) through data-driven marketing. Topics discussed and applied include market sizing, marketing forecasting and positioning, market response modeling, measuring customer preferences, marketing expense optimization, and communicating to senior executives through data-driven presentations.

Prerequisite(s): MBAB 5P05 or permission of the Graduate Programs Office.
Course Note(s): A course fee may apply.