Analysis of Marketing Data

  • 15-weeks
  • 3 credits
  • Prerequisite: BUS-M370 or M304, or BUS-BE370, or BUS-BE304, or BUS-BE375; with a grade of C or better

Develops skills needed to manage, evaluate, analyze, and display marketing data. Topics include data coding, data analysis using statistical software, attitude measurement and scaling, graphic display of data, data-driven market segmentation, and competitor analysis.  Provides skills in the use of single-source and CRM data in a marketing decision environment. Emphasis is on using database systems to accomplish specific objectives. Topics include the nature and sources of scanner data, micro-merchandising systems, and analysis tools for databases.