MRKT 4517 Data-Driven Customer Insights

4 semester hours

The course focuses on creating and estimating analytical models for acquiring customer insights. Students will understand how to uncover customer preferences using regression models, multinomial logit models, discrete choice models, conjoint analysis, preference mapping, and TURF analysis. Students will identify market segments using agglomerative and k-means clustering procedures as well as finite mixture models, and describe segments using t tests and analysis of variance models. The course further includes optimization analyses informing pricing strategies and decisions. Students will learn to communicate results, strategic insights, and recommendations, in both oral and written form.

This is the MA Pathway Foundation course and a COIN Pathway Elective course.

Prerequisites: BCOR 3510 and MRKT 3512 .