Detailed Course Information |
Fall 2013
Apr 20, 2024 |
|
 |
||
 | Select the desired Level or Schedule Type to find available classes for the course. |
| MKTG 472 - Marketing Analytics |
|
This course provides the basic level of marketing analytics methodology following an integrated approach practiced in business. As managers assimilate technology into their decision making, and customers’ expectations of how they want to be sold to and served are changing, enterprises not oriented around analytical processes and not leading in their use of technology will find themselves at a competitive disadvantage. While in the past, analytical models focused on “stovepipe” sales, marketing, and service applications, business survival in today’s environment demands cross-functional solutions that integrate a wide range of applications into a unified decision support system designed around the analytical marketing models. This course is built around marketing analytics applied to common core functional components:
Sales: includes one or more applications for strategic marketing management, including sales forecasting at the macro and micro environmental level, goal setting, and formulating the optimal marketing mix.
Marketing: includes one or more applications for strategic marketing management, including scenario writing via forecasting at the macro and micro environmental level, goal setting, formulating the optimal marketing mix, profiling and segmenting customers, management of marketing campaigns from design to execution to fulfillment, and analysis tools for tracking program effectiveness.
Customer Service: includes Web-based CRM, customer support, and service modules, problem tracking, and critical customer management.
Meeting the course objectives flows from mastering data procurement and validation i.e., mastering basic methods to acquire, store, and analyze information from customers and firms. Case/simulation exercises are used to enable students to understand the elements of marketing analytic decision support for marketing management including interface with marketing research, profiling the external environment, generation of customer lifetime value, service performance, and advertising impact. The course concludes with a marketing analytic decision support project.
3.000 Credit hours 3.000 Lecture hours Levels: Pharmacy, Pittsburgh Council on HE, Undergraduate Schedule Types: Lecture Business Department Prerequisites: (Undergraduate level QSIS 284 Minimum Grade of D or Undergraduate level STAT 284 Minimum Grade of D) and (Undergraduate level MKTG 271 Minimum Grade of D or Undergraduate level MKTG 371 Minimum Grade of D) |
| Return to Previous | New Search |
|