Analytical Marketing Strategy MBA Track

Analytical Marketing Strategy is the application of multidisciplinary, quantitative methods and models to solve marketing problems. This track leverages the power of data management and mining, model building, and strategic applications that capitalize upon the school's dominance in transferring knowledge to information driven decisions and competitive advantage. The Analytical Marketing Strategy Track prepares students to make decisions that address financial services, managerial consulting, direct marketing, CRM, product design and development, dynamic pricing, revenue management, and customer loyalty. Numerous industry projects are available for the capstone project course. Customer retention processes are one of the fastest growing careers in marketing today in both consumer and business-to-business sectors.

WHO SHOULD APPLY

The ideal student is one who is interested in the application of new, analytical methods for making marketing decisions. This would include students in all areas of marketing, but is especially of interest to data rich areas of marketing such as financial services, online retailers, and technologically oriented companies

REQUIRED TRACK COURSES

• Marketing Research
• Optimization for Interactive Marketing
• Interactive Marketing Leveraging Technology
• Pricing Strategy
• Mining Data for Decision Making
• Marketing Applications of Data Mining
• Business Intelligence Tools and Techniques
• Analytical Marketing Strategy Project Course

The Track features a sequence of coursework in three underlying areas: database management, database development, and mining for marketing. However, based on recruiter interest, students can specialize in areas such as engineering, manufacturing and finance.

FACULTY COORDINATOR

Alan Montgomery
Associate Professor of Marketing
Tepper School of Business
Alm3@andrew.cmu.edu