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Feb 05, 2025
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MKTG 6279 - Data-Driven Marketing
Credits: 2
Covers multivariate statistical techniques, including cluster and discriminant analysis, factor and principal component analysis, multidimensional scaling, perceptual mapping, experimental design, and variance techniques analysis used to understand customers and competitors, to select target markets, to provide specialized offerings, and to choose the various elements of a marketing mix. Emphasis is on application of these techniques to real-world marketing problems. Prerequisite: Enrollment in the M.S.B.A. program. (*updated* 11/13/2019; effective Spring 2020)
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