MK 270 Customer Insights Using Technology

Provides students with a working knowledge of resources and tools available to marketing professionals. It examines databases, analytics, metrics, software, and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for segmentation, target marketing and positioning, media selection, market share and estimation, sales forecasting, and other analyses. It requires extensive use of Excel spreadsheets, the Internet, public and professional databases, specialized software, and other technology resources.

Credits

3

Prerequisite

MK 201 Principles of Marketing