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Marketing Mix Analysis

IMC 462-6 (Elective)

Marketing Mix Analysis provides a basic understanding of marketing mix modeling that relates marketing variables such as price, distribution, advertising and promotion to sales performance. The course includes the analysis of historical data to develop marketing mix models and apply them to marketing communications decisions. The course involves statistical tools and time series analysis to evaluate brand sales over time.

Additionally, the course provides a broad understanding of sales promotion and its conceptual underpinnings. Students should understand how sales promotion and advertising programs are planned and analyzed by a wide range of organizations, including manufacturers and retailers. Particular emphasis is given to new sales promotion principles which are being established as a result of retail store scanner data and scanner panels.

Advisory notes for online students: Students are urged to take Prerequisites IMC 451, Statistics and Market Research prior to this course. It demands both a strategic and analytic experience to take maximum advantage of the material.