Marketing has evolved beyond being regarded mainly as art into a science. Today’s marketing requires using quantitative data to inform and make marketing decisions. While data is often readily available or economical to collect, firms often lack the necessary analytical and managerial expertise to use this data effectively.
In this course, we will study quantitative approaches to 1) understand and measure consumer perceptions and attitudes, 2) measure drivers of consumer decisions, including customer acquisition and retention, 3) measure consumer preferences and demand, 4) identify consumer segments, and 4) build and utilize models of consumer choice.
The course aims to provide students with the necessary expertise to implement and participate in customer analytics efforts in the workplace. Hence, we employ a hands-on approach: each topic consists of lectures introducing a specific method, a tutorial on the implementation of the method using the statistical program R, and a session focusing on particular applications in marketing. In exercises and assignments, students will work with data sets. The course sessions will be a mix of in-person lectures and video pre-recordings. Please note this is not a hybrid course; pre-recordings will only be provided for R tutorials, which complement not substitute the in-person lectures and exercises.
This course requires knowledge of fundamental ideas in statistics, econometrics, and consumer behavior or marketing management. We do not expect you to know already how to use R, but we do expect you to be willing to put in the effort to learn it.
More detailed information is provided in the course syllabus on the homepage of the Institute of Marketing at https://bit.ly/3w3wLl3. Note that the course is under continual development. The schedule may be adjusted as we go (except for assignment due dates). |
