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MS in Business: Marketing Analytics
Course Descriptions
Market-Based Management (3 Credits)
The purpose of this course is to introduce students to the fundamentals of
marketing. This course combines lectures, readings, case analyses and a
competitive simulation. The cases will be presented in groups to help
students develop analytical writing and presentation skills. A significant
part of the course involves the MARKSTRAT simulation which teaches students
to make marketing decisions in a simulated competitive environment based on
a wealth of marketing data and metrics.
Customer Analysis (3 Credits)
Analysis of customer decision-making and how marketing strategy can be used
to influence those decisions. The framework is a buyer behavior model, in
which concepts from psychology, sociology, and economics are applied to
individual and organizational purchase decisions. Marketing strategies of
leading firms in consumer products, technology, and services (including
internet services) are analyzed using a variety of case study formats.
Advanced Marketing Analysis (3 Credits)
This course deals with the process of acquiring, analyzing and interpreting
primary and secondary marketing data needed for profitable marketing
decisions. It discusses recent developments in the recording and use of
internal and external data needed for marketing decisions. It teaches
students advanced methods of marketing analysis for marketing decisions,
including choice and count data models, mixture and mixture regression
models, and conjoint analysis using data-based cases. Applications are in
the areas of strategic marketing, marketing segmentation, new product
development, sales promotion analysis, pricing, design of marketing mix,
sales force allocation, and direct marketing.
Statistical Programming (3 Credits)
Provides students with a foundation in probability and statistics with a
focus on business applications, gives a foundation for thinking in both
likelihood and Bayesian frameworks, and teaches students the basics of SAS,
as well as its use in statistical analysis and statistical programming.
Addresses basic SAS language structure, data management, OLAP, enterprise
miner, statistical analysis, writing procedures.
Business Communications (2 Credits)
Teaches students to communicate quantitative information effectively. The
course will focus on developing written, spoken and presentation skills.
Business Ethics (2 Credits)
A study of the standards of business conduct, morals and values as well as
the role of business in society with consideration of the sometimes
conflicting interests of and claims on the firm and its objectives.
Emphasizes a strategic approach by business to the management of its
external environment.
Data Science (3 Credits)
This class provides an introduction to the basic concepts of database
management and an overview of the various sources of in house DM data.
Students will learn how to work with click stream, scanner panel and social
media data. Geo-demographic datasets will be discussed and explored, and
techniques for data-fusion will receive ample attention. Segmentation of
customers, selection and targeting of prospects, cross-selling and
up-selling are issues that are dealt with.
Marketing Research and Analysis (3 Credits)
A review of primary data collection methods for marketing data. Students
will learn how to design effective confirmatory research. Both direct
methods such as surveys and indirect methods such as experiments will be
covered. In this hands-on course, students will design and conduct research
with target customers, analyze the data, and then present their results to
decision makers.
Application I (2 Credits)
Application courses will be selected from the Marketing Department’s
quantitatively focused elective offerings on a rotating basis. A list of
these classes is provided below.
Application II (2 Credits)
Application courses will be selected from the Marketing Department’s
quantitatively focused elective offerings on a rotating basis. A list of
these classes is provided below.
Application III (2 Credits)
Application courses will be selected from the Marketing Department’s
quantitatively focused elective offerings on a rotating basis. A list of
these classes is provided below.
Action Learning Project (2 Credits)
This is a project based course where students will analyze marketing data,
report findings and provide appropriate recommendations.
Application Courses
Customer Equity Management/CRM
Focuses on managing customers of a business, whether in B2B or B2C space, as
a portfolio of equity; understanding the current and future value of
customers to the business; selective acquisition, development, and retention
of customers using latest developments in information technology.
Market Forecasting
In this course, students will learn a number of market forecasting
techniques, both quantitative and qualitative, for a variety of different
contexts. The majority of this course focuses on quantitative modeling
techniques based on established statistical methods. We will also cover
non-statistical methods that are often used when empirical data is scarce.
This is a very hands-on class where students will apply the forecasting
methods learned to real data. By the end of the course, each student will
have a portfolio of models for a variety of forecasting scenarios.
Pricing Analytics and Strategies
The course will focus on both economic and behavioral aspects of pricing,
and evaluation of innovative pricing practices such as price matching,
customized pricing, bundle pricing and product line pricing, covering both
B2B, B2C, online and offline markets. Instruction will be through a mix of
case studies, pricing simulation games, hands-on exercises, practitioner
guest lectures and discussions.
Retail Analytics
Planning and implementing retail marketing strategy. Store and non-store
(catalog, Internet) retailing. Evaluation of how environmental trends in the
consumer market, competition, the economy and technology affect retail
strategy in the U.S. and global market.
Web Analytics
Examines the process of developing, implementing and analyzing strategies
for successfully marketing a variety of existing and potential products and
services on the Internet. Special attention devoted to the tools and
techniques unique to the electronic media.
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