Data Analysis and Knowledge Management

Course Code: MKTG 4503

Academic Year: 2024-2025

In this course the student will learn how to develop marketing strategies and allocate resources using quantitative analysis. Also the student will learn about a variety of business intelligence techniques and knowledge management methodologies aiming to optimize the relationship with the customers. Students in this course will be using multiple techniques to manipulate, analyze and discover relevant data to guide their marketing strategy decisions. In this course the students will be provided with hands- on activities in marketing analytics including statistical analyses of data, multiple regression, advanced data visualization and demand estimation.