In this course, students learn the principal methods of analytics used to maximize customer profitability. They learn statistical tools to identify, target, acquire and develop profitable customers for the long term. Using a rich range of cases drawn from B2C and B2B companies, emphasis is placed on drawing insights from the analyses to inform business strategy. Students will learn to solve core marketing challenges using analytics including measuring demand, defining customer segments, targeting customers for acquisition, and developing customers for profitability.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.