BUS-M 549 Marketing Intelligence Management

• 7 weeks
• 1.5 credits
• Prerequisite(s): MBA Core

Marketing research is in a state of constant evolution. New technologies such as mobile coupons, social media and geo-fencing provide new ways to understand customers and their purchase behavior. Old systems such as UPC scanners, consumer panels and those based on online web shopping continue to thrive creating a data deluge. Managers must understand what types of data are 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 analytics. The course will discuss major types of customer and competitor databases including 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, identify cross-selling opportunities, and track purchase conversion rates. We will also explore opportunities for using these data to develop new products and services.