This course provides the skills needed to make intelligent use of marketing data in making recommendations about marketing strategies. These skills are learned through a combination of lectures, cases, and "hands-on" exercises with actual business data. The course is designed to equip the student with practical "know how", which can be used immediately on the job. Students gain a working knowledge of qualitative methods, causal tests, linear regression for pricing optimization, logit model for accurate advertising targeting, Gabor-Granger model for freemium pricing, cluster tools for consumer segmentation and positioning, and an introduction to natural language processing and AI recommendations systems.

Regulation of the course

Students need to meet the attendance requirement of the Dept. of Marketing for the completion of the course.