UMD BUMK 742 Entire Course

University of Maryland BUMK 742 Advanced Marketing Analytics Entire Course

The analysis of marketing data is needed for profitable marketing decisions. Advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumer choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.

Note: This entire course includes discussions, assignments, course projects, and exams.