May 14, 2024  
2022-2023 Graduate Catalog 
    
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2022-2023 Graduate Catalog [NOTE!!!! THIS IS AN ARCHIVED CATALOG. FOR THE CURRENT CATALOG, GO TO CATALOG.NIU.EDU]

MKTG 663 - Data-driven Marketing Decisions

Students will be taught a variety of models that are commonly used in marketing analysis. Course will help students understand the process for analyzing company-generated or market data to translate insights into actionable decisions informed by the numbers. Focus will be on understanding many tools and frameworks (driven by quantitative analysis) to help students make better marketing mix and resource allocation decisions. Relevant frameworks will assist in quantifying the impact of various marketing efforts, with special attention to assessing both short-term and long-term implications.

Prerequisites & Notes
PRQ: All Phase One requirements or consent of department.

Credits: 3