Marketing Analytics - 4th Trimester 2020/21

3.5 ECTs / Trimester-Long Course / English

Today’s marketing managers must be aware of the immense value of data and what it can reveal about consumer behaviour and the likely effects of marketing actions. This course provides students with skills to improve marketing decision making by applying appropriate statistical analysis and optimization methods to market and consumer data. Using Excel as the basic tool, you will learn a set of useful methods for modelling consumer demand, forecasting sales, making pricing and advertising decisions, aligning product design with consumer preferences and managing customers. 

Prerequisites: Yes (see syllabus)


Full Professor
Fernando S. Machado serves as a Professor of Marketing and director of CATÓLICA-LISBON’s Research Unit (CUBE). He holds a Ph.D. in Agricultural Economics from…