Marketing Analytics


Sue Umashankar seeks texts and ideas for a new course in Marketing Analytics

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We at the University of Arizona have decided to teach an undergraduate course in Marketing Analytics. This is a new and non-traditional course. The course will be followed by a traditional Marketing research course the following semester. The purpose of the course is to teach/reinforce the importance of the financial impact of marketing decisions. I wonder if anyone is teaching this kind of course in their Marketing program. I am looking for ideas for appropriate text and or other materials.


Sue Umashankar, Ph.D.
Eller College of Management
University of Arizona