Course Descriptions and Schedule

Please note that course schedules may be amended due to low enrollment, faculty availability, and/or other factors.

MSDS 450-DL : Marketing Analytics


Description

This course provides a comprehensive review of data science as it relates to marketing management and business strategy. The course gives students an opportunity to work with data relating to customer demographics, marketing communications, and purchasing behavior. Students perform data cleansing, aggregation, and analysis, exploring alternative segmentation schemes for targeted marketing. They design tools for reporting research results to management, including information about consumer purchasing behavior and the effectiveness of marketing campaigns. Conjoint analysis and choice studies are introduced as tools for consumer preference measurement, product design, and pricing research. The course also reviews methods for product positioning and brand equity assessment. This is a case-study- and project-based course involving extensive data analysis.

Recommended prior courses: MSDS 410-­DL Supervised Learning Methods and MSDS 411-DL Unsupervised Learning Methods.

Prerequisites: (1) MSDS 420-­DL Database Systems and Data Preparation or CIS 417 Database Systems Design and Implementation and (2) MSDS 422-­DL Practical Machine Learning or CIS 435 Practical Data Science Using Machine Learning.

 


Spring 2021
Start/End DatesDay(s)TimeBuildingSection
03/29/21 - 06/06/21Optional Sync M
7 – 9:30 p.m. 55
InstructorCourse LocationStatusCAESAR Course ID
Chaturvedi, Anil
Online
Open
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