1 Semester Unit 

This course extends the Data Analysis in Marketing I course by covering advanced marketing techniques for actually “doing” marketing concepts like segmentation, targeting, positioning, and marketing resource allocation. By the end of this course, you will learn how to extract information in the ways marketers are increasingly required to, for example, to: segment customers and markets, identify attractive targeting prospects, determine the best brand positioning in customers’ minds, develop new products that add value to consumers and firms… and more. But, most of all, you will become adept in systematizing decision-making based on powerful, proven modeling methodology.

We will also manage to cover a lot of ground typically bundled under “marketing analytics”, including such fun stuff as latent class / conjoint analyses, hierarchical models, etc. We will NOT be approaching these topics theoretically, that is, via equations, proofs and other things most people hate. Instead, we’ll learn how they work, when to use them, and what they tell marketers.