Session

Winter 2025

 Term

W

Format

LECT

Calendar Description / Prerequisite / Co-Requisite

Elaborates on how marketing analytics can be used to transform research information into strategic insights about the business, the markets it serves, and its competitors. The process by which analytical insights are created and leveraged to drive marketing decision-making is examined in four strategic contexts: 1) forecasting new business opportunities; 2) creating customized products to meet consumer needs; 3) segmenting and targeting markets to galvanize customer response to new offerings; and 4) developing compelling sales stories to establish channel access and support. The development and application of no research and analytical knowledge and skills is fostered with lectures, classroom discussions, assignments and presentations. Prerequisites: AP/ADMS 4260 3.00

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