Managing Uncertainty in Marketing Analytics

Name: Managing Uncertainty in Marketing Analytics
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Author: Emory University

课程

英语

来源

来自www.coursera.org

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4 序列
等级中级

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课程详情

教学大纲

Week 1 - Randomness and Probability
Module 1 focuses on developing an understanding where randomness appears in marketing problems. You will learn basic rules for calculating the probability of outcomes. We will also examine how these rules can be applied to determine the value of information
Week 2 - Conducting Monte Carlo Simulations in Excel
Building on the basics of randomness and probability discussed in Module 1, we examine the use of Monte Carlo simulations for incorporating randomness into business problems. Using Microsoft Excel, we will build a tool that conducts a Monte Carlo simulation. W...
Week 3 - Using Probability Distributions to Model Uncertainty
In Module 3, we look at the use of probability distributions as a means of characterizing uncertainty. We initially look at how uncertainty is incorporated into a general decision making framework. We then turn our attention to different probability distributi...
Week 4 - Application: Designing Extended Service Warranty Plans
Building the the discussion of probability distributions in Module 3, we apply this knowledge to a specific application: the design of extended service warranty plans. We provide an overview of the business problem and discuss how to incorporate uncertainty in...

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讲师

David Schweidel
Associate Professor of Marketing
Goizueta Business School

编辑

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.