MK 336 - Customer Analytics and Insight-Driven Marketing

Credits: 4 credits

Today, more than ever before, companies rely on analytics and insights to support the delivery of personalized, customer-centric marketing communications. This course introduces students to the most common types of customer analytic techniques utilized by medium and large enterprises. Particular emphasis is placed on the development and application of descriptive analytics and customer segmentation approaches. Students utilize the latest analytical software

Prerequisite(s)/Course Restrictions: MK 220, MK 221, MK 222, and MT 207.