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Marketing Mix Analysis

(Elective Course)

Marketing Mix Analysis provides a basic understanding of marketing mix modeling which 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 also 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.