Course Description:
Using marketing and data analytics, organizations apply quantitative methods to assess marketing decisions on an ongoing basis.  Advertising budgets, product placement and positioning, and staffing choices are shaped by these critical numbers.  Effective measurement leads to more informed decision making and management.  Methods to determine the impact of an integrated marketing strategy will be discussed.  Given ever increasing budget pressures, those with responsibilities for marketing must demonstrate campaign efficacy and financial efficiency. 

In this course, participants will evaluate a variety of data analytics methods and techniques. Participants will be introduced to concepts significant to the design of focus groups and surveys (on and offline), question design, as well as data interpretation and presentation.

Using case studies, participants will experiment with computer modeling using Microsoft Excel.