Typical course description:

Several forces are transforming the nature, scope, and structure of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, today’s marketing increasingly looks like engineering. This course aims at educating and training a new generation of marketing managers – and to expose non-marketing students to this relatively new, yet increasingly important facet of marketing. The goal of this course is to train marketing managers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques.

This course aims at exposing students to the application and presentation of analytical and statistical methods to solve marketing problems, especially as they relate to customer description, segmentation, targeting, lifetime value, customer relationship management, and optimization of marketing actions and tactics, such as pricing or resource allocation.