This module will help marketing analysts to model, analyse and solve marketing problems using quantitative methods and techniques that lead to optimal decision making.
The Marketing Analytics course introduces students to business research and decision making. It deals with the creation of quantitative models, mathematical models, statistical models, algorithms and other tools for the purpose of well-informed data-driven decision-making. It also presents the decision-making process and its application to marketing problems. Linear and integer programming models, decision trees for stochastic problems, and various statistical methods are considered. The course makes use of Excel software tool.
Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wayne Winston, Wiley publishing
ISBN: 978-1-118-37343-9