020333160 MARKETING ANALYTICS ( 3 Crd.Hrs )

Pre-Requisites : 020411010, 020332220

This course provides an overview of the field of marketing analytics and how data analysis and mining are used to make strategic marketing decisions. Topics covered include forecasting, customer needs, customer value, market segmentation, mining the Internet and social networks and online and traditional advertising. The emphasis will be on using customer insights to make decisions that increase the value of a business.