Marketing Major Toolkit
Marketing Research & Analytics
The world is awash in data. Market researchers help organizations collect and make sense of data. Data analysts use data to discover insights and trends. They use various tools and techniques too help organizations make decisions and succeed. This field exists at the intersections of information technology, statistics, and business. The primary goal is to increase efficiency and improve performance by uncovering patterns in data.
-
MKTG3100 Marketing ResearchThis course discusses various research methods and the role of marketing research information as a tool in management decision-making.
-
MKTG3100 Marketing MetricsIdentifying and measuring key metrics that are the focus for marketing plans and the backbone for evaluating marketing performance (e.g., penetration, share of requirements, customer satisfaction, churn rates, click-through rates, and customer lifetime value); relationship between conceptual models of business-to-business and business-to-consumer behaviors and the selection of appropriate metrics; emphasis on use of metrics as basic inputs for goal setting, marketing decision making, and evaluation.
-
MKTG3102 Marketing AnalyticsMarketing science models used in strategic and tactical marketing decisions; application of consumer behavior in the development of quantitative models that inform marketing mix decisions (advertising, pricing, and salesforce effort), new product development, product line management, and category management; topics may include product mapping, latent class (segmentation) analysis, conjoint analysis, choice modeling (binary and multinomial logic), diffusion models (word-of-mouth), decision-calculus ("models and manager" technology), churn analysis and web analytics.
-
MKTG3103 Advanced Marketing ResearchTraditional and nontraditional research techniques to address business problems that have a relationship to basic research; primary focus on hands-on experience and peer-based learning.
-
Data-Driven Marketing
In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. -
Marketing Research Library GuideLinks to popular market research resources available to all Tippie students.