The objectives of this course are to equip students with strong analytic skills, expose them to large datasets where they can engage in mining as it relates to customer relationship management, brand marketing, customer segmentation, sales promotion and other marketing topics. The course deals with how marketers can extract useful information and intelligence from marketing data for designing marketing strategies. The emphasis in the course is on advanced data analysis relevant for marketing decisions. Students will also be exposed to a collection of current practices and computer applications used to run data mining programs for marketing intelligence discovery to support the business decision-making process. The course along with other MBA courses is positioned for those students who are looking at careers in consulting, business development, or other areas where analytic skills are highly valued.

Prerequisite: MBAD6520-Business Analytics