Dec 12, 2024  
2018-2019 Graduate Catalog 
    
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2018-2019 Graduate Catalog [ARCHIVED CATALOG]

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MKTG 6205 - Customer Insights and Market Intelligence

Credits: 2

Demonstrates how firms can gain insights about a product market and its customers and competitors by using primary data from surveys and qualitative research as well as secondary data from syndicated sources and scanner data. Such insights form the basis for making sound marketing decisions related to product, price, place, and promotions. Emphasis is placed on quantitative and qualitative analytical approaches to inferring insights. Topics include the dashboard and drilldown approach, marketing metrics, and market dynamics analysis. Also, insights from attitudinal, behavioral, and online data. Includes lectures, data analysis exercises, and projects. Prerequisite: MKTG 6201  or enrollment in the M.S.B.A. program.


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