MAR 4524 - Marketing Research and Analytics

Credit Hours: 3.0
Prerequisite(s): MAR3700 with C and MAR4724 with C
Corequisite(s): None
In this course, we explore how data can be used for understanding and analyzing consumer demand. Consumer demand is the fundamental input into many marketing decisions, pricing being the most prominent one. Data-informed decision making is the key to maintain competitiveness in today’s marketing place. Firms collect information about consumers when they shop. Consumers also automatically leave footprints when they interact with others on the internet. All these data sources, both internal and external to the firm, are used to understand consumer demand in modern marketing research. Students will learn how to apply digital analytics methods and extract useful marketing insights from structured and unstructured data.
Bachelor Course