MKT-618 looks at a number of quantitative tools and techniques and their application in a marketing context, focusing on understanding the relationship among marketing factors, variables, and the consumer. Students learn to analyze data in order to guide and support marketing-related decisions.
Quantitative tools in a marketing context
The course applies genuine quantitative analysis techniques specifically to marketing problems, connecting statistical and analytical methods to real marketing factors and consumer relationships rather than teaching analytics in the abstract.
Data analysis guiding real marketing decisions
MKT-618 emphasizes that the entire point of learning these quantitative tools is to guide and support actual marketing decisions, not to build analytical skill for its own sake.
Key topics in MKT618
- Quantitative analysis tools in marketing
- Understanding relationships among marketing variables
- Analyzing consumer data
- SWOT analysis in a marketing analytics context
- Using data to guide marketing decisions
- Case-based marketing analytics application
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Worked example: analytics guiding a real decision
- Assumption-based decision: Launching a new product flavor based on internal preference alone
- Analytics-guided decision: Using quantitative analysis of consumer and market data to support or challenge that launch decision
- Lesson: MKT-618 teaches that marketing analytics' real value is in this decision-support role, not just producing data for its own sake
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Frequently asked questions
MKT-630 focuses on market research design — identifying the value of research and the problem to be resolved, along with research design issues — while MKT-618 focuses specifically on the quantitative tools and techniques used to analyze the relationships among marketing factors, variables, and the consumer once relevant data exists. A student might use MKT-630's research design skills to gather data and MKT-618's analytical techniques to actually make sense of it for decision-making purposes.
Quantitative analysis that isn't connected to an actual marketing decision risks becoming an academic exercise disconnected from real business value, while analytics genuinely tied to guiding decisions — should we launch this product, which segment should we target, is this campaign working — demonstrates its real purpose within a marketing career. MKT-618 frames the course this way because graduate-level marketing analytics competence means using data to support judgment, not just performing technical analysis in isolation from its business application.