This course provides students with data analysis techniques to inform design decisions in an uncertain, competitive market; topics include consumer choice modeling, programming in the R programming language, survey design, conjoint analysis, optimization, market simulation, and professional communication skills. Over the course of the semester, students will learn and apply theory and methods to a team project to assess the market competitiveness of an emerging product / technology and use marketing analytics to generate design insights. All analyses will be conducted to support reproducibility from raw data to results using Quarto (which is built on the ideas of RMarkdown). At the end of the semester, students will submit a final, reproducible report of their project along with a presentation of their findings. This course has a “flipped” classroom structure. Students will spend the majority of class time working through guiding practice exercises or working on their projects. To prepare for class, students must complete weekly assignments that involve watching and reviewing recorded lecture materials and answering related practice questions.
For more details, please see the course website.
This course was inspired by many other courses / resources that cover similar material - see the course about page for more details.