Marketing Analytics

Course Code: MSCA 32003

Course Summary: Prerequisite:
MSCA 31007: Statistical Analysis

(Data Science for Algorithmic Marketing) This course focuses on data science methods and algorithms for that are used to develop marketing strategies, and create a link between marketing, customer behavior and business outcome. The course will focus on analytical techniques organized according to the Strategic Marketing Process. The course would cover algorithms for competitive analysis and market sizing, market segmentation, targeted marketing via database marketing, design of new products, market sizing & forecasting via diffusion models, real time product positioning, algorithmic marketing in the digital world, pricing and promotions, marketing effectiveness and ROI. The course will use a combination of lecture, in-class discussions, and group work.