You are a manager in a large corporation tasked with making marketing decisions. Or perhaps you are part of a start-up. In either case, there are fundamental questions you need answered. Questions such as:
How do I develop/modify my product? How do I price it? Where do I sell it? Whom do I sell it to? How many can I sell? How do I promote it? Who do I compete with? How do I convince someone to invest in my business?
While anecdotal information is a start, what you need is a systematic approach for gathering and analyzing information that can help answer these critical questions.
Welcome to Marketing Research and Analytics!
In this course you will gain a strong and enduring understanding of how to systematically design research, gather and analyze data, to help drive marketing decisions. You will learn a practical framework for conducting research, knowledge to properly design research, techniques and tools to analyze data and practical information sources. We will use an approach that maximizes your ability to apply what you learn.
The course is broadly divided into two sections, one focusing on research design and the other on analytics. In the first class you will listen to pitches from companies interested in working with the class on the group project. For the rest of the first half semester you will learn about types of research, how to properly design research and collect data, and will concurrently apply that knowledge through your group project. In the second half, you will be exposed to a variety of marketing analytic techniques with hands-on analysis and will have the opportunity to apply your knowledge to your group project. The final session will be devoted to group project presentations.
Prerequisites: B6601 "Marketing Strategy" and B6100 "Managerial Statistics".
John A. Howard Professor of Business, Chair of the Marketing Division
Kamel Jedidi is the John Howard Professor of Business and the Chair of the Marketing Division at Columbia Business School, New York. He holds a bachelor’s degree in Economics from University of Tunis and Master and Ph.D. degrees in Marketing and Statistics from the Wharton School, University of Pennsylvania. Dr. Jedidi has extensively published in leading marketing...
Rajan Sambandam was a Columbia Business School faculty member from 2013 to 2018.