Companies need to make decisions. Knowledge is the basis for the decision-making process (GfK group). The last decade has seen an explosion in the quantity and quality of information available to managers. This course is about “data”: how to gather it and how to make sense of it.
This course is relevant to students who will be responsible for making decisions within an organization regarding activities such as product, pricing, or advertising. The class will focus on consumer analytics: what reliable information can managers obtain to better understand the customer? Better information will improve marketing.
Customer intelligence techniques are applied in a variety of management activities: marketing, human resource management, finance, accounting and audit, production. A great number of practical examples and cases will illustrate this variety.