Marketers must make the best decisions based on the information presented to them. Rarely will they have all the information necessary to predict what consumers will do with complete certainty. By incorporating uncertainty into the decisions that they make, they can anticipate a wide range of possible outcomes and recognize the extent of uncertainty on the decisions that they make. In Incorporating Uncertainty into Marketing Decisions, learners will become familiar with different methods to recognize sources of uncertainty that may affect the marketing decisions they ultimately make. We eschew specialized software and provide learners with the foundational knowledge they need to develop sophisticated marketing models in a basic spreadsheet environment. Topics include the development and application of Monte Carlo simulations, and the use of probability distributions to characterize uncertainty.
About this Course
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
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TOP REVIEWS FROM MANAGING UNCERTAINTY IN MARKETING ANALYTICS
Just as other courses in the series, this course offers hands-on experience with statistical analysis and many opportunities to apply acquired learnings in practice.
The instructor instructions were very brief for the assignments and tests. The questions in the test were very difficult to understand as to what answer is required.
In one word: USEFUL. And that is a lot these days. I use the concepts (and excel tools) everyday!
Great course with very applicable skills for professional or personal life.
About the Foundations of Marketing Analytics Specialization
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