Marketing Intelligence Management

  • 7-weeks
  • 1.5 credits
  • Prerequisite: MBA Core

Marketing research is in a state of transition. New technologies including point-of-sale UPC scanners, frequent shopper programs, credit/debit cards, customer tracking technologies, caller-id systems, and electronic shopping interfaces have created an explosion of data on customers and their purchase behavior. The Internet and on-line retrieval systems have opened the door to volumes of secondary research on market trends and the competitive environment. Syndicated databases provide detailed information on the buying habits of individual households. Managers must understand what research is available, what assumptions underlie the research methods, how to analyze and interpret the data, and how to use this information to create value for customers and improve business performance.

The goals of this course are to introduce students to the emerging field of marketing intelligence management. The course will discuss major types of customer and competitor databases including Geodemographic Information Systems (GIS), Point-of-sale (POS) UPC Scanner Data, Catalog and Online Shopping Data, Direct Response and Customer Loyalty Data and Social Network data.

Students will gain hands-on experience using data analysis tools and statistical software to profile customer segments, analyze market potential, model promotion effectiveness, estimate customer value, identify cross-selling opportunities, and track purchase conversion rates. We will also explore opportunities for using these data to develop new products and services.

Kelley School of Business

Faculty & Research