This course is designed to meet the increasing needs of industry and recruiters in applying quantitative and analytical skills for understanding consumer decision-making. Business managers utilize marketing data to assess the return on their investments and better understand their customers. The course provides students with an opportunity to analyse real-world marketing problems.
The best way to learn all the material in this course is through “hands-on” experience. As such, we will use developments in statistical science to examine solutions to important issues faced in consumer analytics. There will be various datasets and tools provided and used in the class to get practical experience. Specifically, we will discuss market and customer segmentation techniques, regression and choice modelling, economic models of pricing, retail and web analytics.
The emphasis being on understanding, interpreting and proper use of these research techniques.
The primary aim of this course is to learn new skills and tools that will provide students with important quantitative acumen for understanding consumer analytics.
