BUS 472 Marketing Analytics and Metrics


This course focuses on decision making through use of principles, frameworks and theories from strategy and marketing, along with quantitative and qualitative techniques. Topics covered in the cases include competitive and growth strategies, customer acquisition, retention, and management; product, innovation and brand management; offline and online channel management; and technology management strategies. The course emphasizes metrics and measurement for real-world decision making, primarily in dynamic industries. Some sections will utilize a computer simulation.

Prerequisites: BUS 371 Marketing Management, ECON 290 Statistical Analysis for Economics and Business, OR permission of instructor.