This course will help you make better business decisions by giving you the tools to analyze marketplace data and to understand how data analysis tools can be used to guide and inform corporate direction. While the course provides insight into how to actually conduct research, its focus is on providing the needed background for future managers who will be the ultimate users of the data, and who will determine the scope and direction of research conducted.
Using real-world applications from various industries, the goal of the course is to familiarize students with tools and methods used for measuring and managing the value of current and future customers effectively. The tools we introduce are commonly employed by managers to assess marketing decisions, such as a new customer acquisition campaign. These tools are also used by executives and investors to assess the health of customer-based businesses.
Pricing is a critical business activity and one that is often viewed as a significant challenge. In this course we will take a hands on approach to developing pricing tactics and strategies. Using data whenever possible we will explore techniques for setting prices in a variety of contexts.
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in consumer psychology with the goal of understanding how these ideas can be used in marketing decision making.
In this course we will consider the topics of marketing strategy and customer relationship management. Classic Marketing Strategy emphasizes the selection of customer segments and the determination of the appropriate positioning of the product or brand. Customer Relationship Management has grown in popularity over the past decade as firms have gained the ability to implement marketing strategies at the level of micro segments or individual customers. In addition, in this course we will emphasize how firms can develop and use information to support brand and customer strategies.
This course introduces students to the economics of online markets in general and digital products in particular. Topics covered include network economics, pricing strategies, segmentation and versioning for digital products, impact of bundling services. Students are introduced to both analytical models as well as empirical analysis using real world data from the entertainment industry. The course will include advanced topics include concepts of standards competition, lock-in strategies, etc. We will take a practice oriented approach where theory and case studies will be combined with a number of industry speakers.
This course covers traditional management science techniques such as linear programming, integer programming, and simulation. The emphasis of the course is on practical problem solving. All work is performed in Excel. However, little knowledge of Excel is necessary to begin the class. The particular problems of the course are slanted to attract those interested in finance and operations, but also include some marketing and HR problems. Finance oriented topics include asset allocation, arbitrage, short term cash flow planning, and balance sheet management, among others. Operations oriented topics include production planning, facility location, labor scheduling, blending, and others. The class is "hands on." It will be necessary to have a computer with you in class.
This course expands on the basic statistical tools of ISOM 350 in two major ways:  New methods of Modeling/Analyzing data and  Development of automated structures to support decisions tied to data. This course is a very "hands on" working-with-data, either data sets provided or those you are specifically interested in.
graduates in marketing roles