BADM 526: Consumer Analytics: Theory and Practice

Course Description

Reviews the science side of marketing by studying multiple models used by companies and consulting firms in the different steps of the marketing process. The marketing consulting approach provides a deeper understanding of the process that supports marketing management decisions. To enhance the learning experience, the course will be strongly based on software applications that offer hands-on exposure to real life corporate applications. Students need to have basic knowledge of R or Python. 4 graduate hours. No professional credit.