Feb 02, 2025  
2024-2025 Graduate Catalog 
    
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2024-2025 Graduate Catalog
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ITOM 6234 - Introduction to Impact Analytics

Credits: 2

Covers how analytical models can be used to examine the impact of marketing treatments like advertising, list price strategies, product and operations modifications, policy changes, etc. on key performance indicators of businesses and management decisions. The stimuli may be planned and executed or could be exogenous. Stimuli such as macroeconomic and geopolitical events also impact the business so the influence of those factors is considered as well. Topics surveyed include experimental design, marketing mix models, survival analysis, and GIS. Prerequisites: MAST 6201  or  MAST 6474  or MAST 6478 .


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