BUSM710
Advanced Marketing Analytics Models
Prerequisite: BUSM612. Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H. Smith School of Business. Credit only granted for: BUMK706 or BUSM705. Introduction to modeling tools used to support marketing analysis and decision making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation, and direct marketing. Spreadsheet driven cases and illustrative readings.