Marketing Analytics (BAN 801)

2021 Spring
Sabancı Business School
Business Analytics(BAN)
3
10
Enes Eryarsoy enes@sabanciuniv.edu,
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English
Doctoral, Master
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CONTENT

This course is about generating marketing insights from empirical data in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, and product and price decisions using conjoint analysis. This will be a hands-on course based on the Marketing Engineering approach and Excel software

LEARNING OUTCOMES

PROGRAMME OUTCOMES


1. Develop the ability to use critical, analytical, and reflective thinking and reasoning 4

2. Reflect on social and ethical responsibilities in his/her professional life. 5

3. Gain experience and confidence in the dissemination of project/research outputs 5

4. Work responsibly and creatively as an individual or as a member or leader of a team and in multidisciplinary environments. 5

5. Communicate effectively by oral, written, graphical and technological means and have competency in English. 4

6. Independently reach and acquire information, and develop appreciation of the need for continuously learning and updating. 5


1. Develop, interpret and use statistical analyses in decision making. 5


1. Demonstrated understanding of data-driven decision modeling and analysis concepts/frameworks. 5

2. Knowledge of and hands-on experience with fundamentals of business analytics, management information systems, statistical and prediction models. 5

3. Ability to transform complex data into valuable insight and resulting value-adding actions. 5

4. Skills in hands-on data-mining tools and techniques. 5

5. Exposure to the analytical methods in basic business disciplines such as marketing, operations, and finance 5