MKTG 515

Marketing Metrics and Statistical Analysis Tools

Introduction to key marketing metrics and statistical analysis tools utilized in the development and implementation of marketing strategies. Provides a working knowledge of a wide variety of metrics utilized across all facets of marketing including finance/investment analysis, marketing planning, customer analysis, competitor analysis, etc. Basic marketing statistical analysis tools are introduced and applied to address marketing challenges in such areas as customer acquisition and retention, customer lifetime value, digital marketing communication, costs per conversion, and product/pricing assessment. Extensive use of real-life case studies and hands-on examples

Units: 2.0