2021-2022 Graduate Catalog

MK 662 Analysis of Consumer Decisions

This course explores the tools and techniques used by marketers to analyze customer behaviors. 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.

Credits

3

Prerequisite

Students are required to take MK-661 Marketing Management, and MK-670 Intro to Digital Marketing. Pre-requisites can be waived to students enrolled in the Masters in Digital Marketing, who are admitted in the Spring or Late Spring trimester.

Corequisite

MBA students are required to take MK-661 Marketing Management and MK-670 Intro to Digital Marketing prior enrolling in this course.