Saturday Phone Service Interruption

There will be a brief pause in our phone service beginning at noon on Saturday, May 15 through May 16. For course emergencies, you may reach us at extension@ucsc.edu.

Course

Consumer Insights: Data Analysis and Interpretation | MKTG.X413


In this class students will build products that customers want and businesses cherish using real-life examples. We will study state-of-the-art qualitative and quantitative research tools, such as regression and conjoint analysis, to learn insights about our customers. We will forecast the success of a new product through modeling the size of the addressable market.

During in-class labs we will build positioning, promotional, and pricing product strategies used in the digital marketing industry today. Learn about the latest tools used to collect data, including customer research surveys, and begin to data analysis using statistical and inference models. You will visualize results and create actionable recommendations.

The best part: Even though this class is data-driven, there is no programming required.

Learning Outcomes

  • Explain how to put ideas to test
  • Examine what the customer wants
  • Describe regression and conjoint analysis
  • Discuss how to estimate the market size
  • Topics include

    • Customer metrics
    • Idea creation
    • Customer survey research
    • Conjoint analysis
    • Actionable customer insights: value versus pricing
    • Market size estimation
    Have a question about this course?
    Speak to a student services representative.
    Call (408) 861-3860
    This course is related to the following programs:

    Sections Open for Enrollment:

    Open Sections and Schedule
    Start / End Date Units Meeting Type Cost Instructor
    06-05-2021 to 06-19-2021 2.0 Live-Online $650

    Assimakis (Mike) E Tzamaloukas

    Enroll

    Schedule

    Date: Start Time: End Time: Meeting Type: Location:
    Sat, 06-05-2021 9:00 a.m. 4:00 p.m. Live-Online ONLINE
    Sat, 06-12-2021 9:00 a.m. 4:00 p.m. Live-Online ONLINE
    Sat, 06-19-2021 9:00 a.m. 4:00 p.m. Live-Online ONLINE