2017-18 Catalog

Search Results

Computer Science and Engineering

http://catalog.lehigh.edu/coursesprogramsandcurricula/engineeringandappliedscience/computerscienceandengineering/

...Large Datasets 3 MKT 325 Consumer Insights through Data Analysis 3 MKT 326 Marketing Analytics...

ECO 325 (MKT 325) Consumer Insights through Data Analysis 3 Credits

Explores marketing analytic approaches aimed to improve the understanding of customer and customer perceptions thereby enhancing the effectiveness of marketing decision making and implementation. Foundational data analysis techniques are examined in such areas as advertising, customer acquisition and retention (customer relationship management), segmentation, customer loyalty, lifetime-value analysis of the customer, pricing, sales force management, sales promotions and new products. The development, implementation, and utilization of quantitative models on customer data are emphasized. Prerequisites as noted below.
Prerequisites: MKT 111 and ECO 146
Attribute/Distribution: ND

MKT 325 (ECO 325) Consumer Insights through Data Analysis 3 Credits

Explores marketing analytic approaches aimed to improve the understanding of customer and customer perceptions thereby enhancing the effectiveness of marketing decision making and implementation. Foundational data analysis techniques are examined in such areas as advertising, customer acquisition and retention (customer relationship management), segmentation, customer loyalty, lifetime-value analysis of the customer, pricing, sales force management, sales promotions and new products. The development, implementation, and utilization of quantitative models on customer data are emphasized. Prerequisites as noted below.
Prerequisites: MKT 111 and ECO 146