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Searching for QST MK 878 returned 1 classes
  • QST MK 878

    Customer Analytics

    Grad Prereq: QST MK723 or MK724, QST QM716 or QM717, QST MK852 or IS833

    The course will focus on managing marketing spend from the perspective of a marketing manager. The first module of the course is on customer analytics and will cover the fundamental frameworks needed for customer-centric marketing with topics such as customer lifetime value, customer acquisition and retention, and customer equity. The second module of the course focuses on assessing marketing performance and will cover decision support tools that can help brand and product managers make decisions with regard to marketing spending including advertising, pricing, and promotions. The course will require quantitative skills and will use a combination of cases, lectures, and a hands-on project.

    [ 3 cr.]

    Offered: Either sem.

Abbreviation Glossary

Abbreviation Name
CAS College of Arts & Sciences
CFA College of Fine Arts
CGS College of General Studies
COM College of Communication
EGS College of Engineering and Graduate School of Arts & Sciences
ENG College of Engineering
EOP Center for English Language & Orientation Programs (CELOP)
GMS Graduate Medical Sciences
GRS Graduate School of Arts & Sciences
HUB BU Hub general education program
KHC Questrom School of Business
LAW School of Law
MED School of Medicine
OTP Officer Training Program
PDP Physical Education Recreation and Dance
QST Questrom School of Business
SAR Sargent College
SDM Henry M. Goldman School of Dental Medicine
SED Wheelock College of Education & Human Development
SHA School of Hospitality Administration
SPH School of Public Health
SSW School of Social Work
STH School of Theology
XRG Cross Registration