MKTG 3780 - Marketing Analytics

The course introduces the principles and key metrics used to evaluate the most important and contemporary marketing strategies and expenditures. Students will learn appropriate quantitative methods for assessing key performance indicators across all marketing mix variables (product, price, place and promotion), as well as larger market effectiveness measures such as share of hearts, minds and markets and customer profitability.

Prerequisites & Corequisites: Prerequisite: MKTG 2500 (MKTG 3710 is recommended and may be taken concurrently)

Credits: 3 hours

Restrictions: Restricted to advertising and promotion and marketing majors and minors; and majors in electronic business marketing, sales and business marketing, and food and consumer packaged goods.