BSBAMM-LT 2-1

This course introduces the core concepts, methods, and tools used to transform marketing data into strategic insights. Students learn how to frame business problems, analyze primary and secondary data, and measure the impact of marketing mix decisions. Topics include customer segmentation and targeting, customer lifetime value (CLTV), churn prediction, pricing analysis, and digital attribution using software tools like Excel, R, Python, Sem Rush, Google Analytics, Dream Data, Datorama, Aktopost, Super Metrics and Adverity.