Provides a deep understanding of how to use data on customer behavior and preferences to inform managerial decision making. Introduces methods for causal inference, modeling consumer demand, and modeling firm decisions. Applications include long-run customer management decisions (customer acquisition and retention) and short-run marketing mix (product, price, promotion and distribution) decisions. The R programming language is used for course examples and assignments. Students are assumed to have a working knowledge of R and linear regression techniques.
Shriver, Scott Kennedy
Primary Instructor
- Spring 2018 / Spring 2019 / Spring 2020 / Spring 2021 / Spring 2022 / Spring 2023 / Spring 2025 / Spring 2026
