OPIM 533 Strategic Marketing Intelligence Select Term:
Marketing Intelligence (MI) can be defined as the practice of gathering, and making sense of the gathered data by analyzing them to accurate decision making in determining relevant market opportunities relevant to a company. This course focuses on how to analyze marketing data to help make decisions about various marketing intelligence problems following a problem oriented approach. The course will start by covering a variety of marketing intelligence performance metrics. Then will look into a variety of marketing intelligence projects such as Conjoint Analysis, Customer Segmentation and Targeting, Customer Lifetime Value Models, Product Diffusion Models from a case based point of view. This course also aims at improving students? analytical skills as well as building their proficiency with spreadsheet software.
SU Credits : 3.000
ECTS Credit : 6.000
Prerequisite : -
Corequisite : -