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Analytic Techniques

IMC 451-1 (Elective)

Analytic Techniques is the second analytic course in the IMC program. The course covers statistical techniques that are used on a regular basis in marketing research and marketing communications analysis. Methods of analysis include simple regression, multiple regression, factor analysis, cluster analysis, conjoint analysis as well as methods for time series analysis and forecasting. You will develop a deep conceptual understanding of the methodologies and a thorough knowledge of each technique's strengths, weaknesses, limitations and applicability for different marketing communications situations. Prerequisite: IMC 451-0.