In this course, you will examine how to use statistics, economics, and econometrics to structure and build marketing mix models using aggregate marketing data. Taking into consideration both controllable and uncontrollable factors as predictor variables, you will explore how to explain marketing outputs such as sales volumes. Using this data, you will determine optimal (i.e., profit-maximizing) pricing and then take a step back to analyze the reasonableness of your prices. Finally, you will discover how to account for the persistent effects of marketing within your marketing mix models, which will provide you with a full, accurate picture of how effective your marketing activities truly are.

You are required to have completed the following course or have equivalent experience before taking this course:

• Exploring Data Sets With R