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Quantitative Marketing Fellows
Quantitative
marketing is an approach
to marketing that relies
on computer based models
and statistical,
econometric and data
mining methods to
understand and analyze
why, which, when and how
much products and
services are being
bought by consumers and
firms. The aim is to
make better forecasts,
to learn about new
marketing opportunities,
to enable managers to
ask "what if" questions,
and to make better
decisions on pricing,
segmentation,
advertising and
promotions,
distribution,
positioning, customer
relationship management,
and product and service
design, among others.
The objective of this
fellows program is to
provide students with an
understanding of the
role of analytical
techniques and computer
models in enhancing
marketing decision
making. In this program,
students will learn both
the quantitative
techniques used for
conducting and analyzing
custom design surveys as
well as the quantitative
techniques used for
mining and extracting
new knowledge from large
scale commercial
databases.
Dr.
Diane Whitney and
Dr. Wolfgang Jank
are the
Faculty Champions for
this program, click
their names to view
their respective profiles.
Curriculum -
2 year
program
-
BMGT 458I
(Marketing
Intelligence) -
Spring Junior year
o The first
couple weeks of this
course will provide
a basic framework
for Quantitative
Marketing. As such,
this course will be
designed to provide
students with their
first exposure to
how computer based
models are used to
analyze data and
make marketing
decisions. This
class will also be
used to distinguish
between survey data
and large scale
corporate databases
so students
understand that
different
statistical
techniques/models
are used depending
on the type of data.
o The remainder of
the course will
provide students
with an
understanding of the
methods and hands-on
experience analyzing
large scale
commercial
databases. As part
of this course,
students will
complete a series of
data mining
exercises and a
comprehensive data
mining project of a
large scale
marketing database,
possibly from a
corporate sponsor,
and an in-class
practicum.
-
Approved Internship
-
Summer after Junior
year
-
BMGT 452 (Marketing
Research) - Fall
Senior year
Pre-requisites:
Approved Internship
- Summer
after junior year:
Students are
expected to obtain
their own internship
placement, and to
submit a proposal
which will be
approved by the
Faculty Champion.
Proposals should be submitted to the
Undergraduate
Studies Office not
later than February
15, for approval by
the end of February.
Approved internships
should involve data
mining with marketing
applications.
Internships need not be
for academic credit;
however, in order to
fulfill fellows program
requirement, students
will be required to
submit a final project
report and will present
their work at a
conference and reception
in fall semester, senior
year.
Alternatively, students
may substitute BMGT402
during fall or spring
semester senior year.
NOTE: BMGT 402 is
recommended but not
required
Co-curricular
activities/events
- In-class practicum
in marketing
intelligence
- Optional
summer internship
- Lectures
- Conference and
reception
Fellows
Application Eligibility
- Must be a
Business Major
(preference for
Marketing and IS
majors)
- Junior standing;
rising juniors may
apply
- Minimum 3.0 cum
gpa preferred
- Grade “B+” or
better in BMGT 230
- Resume detailing
work experience
Application &
Selection Process
- This Application
is now
open, deadline
is July 30th.
- You can work on
your application in
any order you choose
- You can save your
application as a
draft (before
making a final
submission). Your
saved application
is located
in your "Profile"
under "My
Applications" in
UNet.
Please remember not
to submit your
application until
you have finished
entering all parts
of your application
. You will
only be able to
submit this
application once and
are then unable to
return to make
edits.
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