UMass Boston

Marketing Analytics

Course #: MKT 458, Class #: 3251, Section #: 01

Description

This course is an introductory analytics course for students interested in cutting-edge techniques for marketing decision modeling and business research. It focuses on helping students develop quantitative analytical skills valuable for a wide range of business fields, especially on marketing strategies and tactics. It covers a variety of analytical models and focuses on their applications to real-world marketing decision problems. It not only introduces students to a variety of marketing decision models, but also teaches them how lo estimate these models using analytical and statistical software and how to apply them for decision recommendations. Specifically, this course will introduce a variety of quantitative models 1o improve marketing decision making in such areas as market response, customer segmentation, customer targeting, brand positioning, as well as pricing and promotion decisions.

Prerequisites

Open to College of Management students only. Registration for Partner Program students and Management minors opens December 14, 2026. Guest students and non-partner program students may submit registration requests starting December 21, 2026. MKT 301 and 60 credits