Instructor: Sungjin Kim (sungjin.kim@hawaii.edu)
Office Hours: Friday 3-4 PM or by appointment
BUS 312 Principles of Marketing
BUS 310 Statistical Analysis for Business Decisions
Please inform the instructor if you haven’t taken either course
This course delves into marketing analytics, emphasizing a systematic and analytical approach to decision-making. Using the free software R, students will gain hands-on experience applying data analytics techniques and case studies to scientifically address marketing challenges. The course explores the “first principles” of marketing strategy, serving as a guiding framework for organizations navigating analytics opportunities and challenges in the contemporary data era.
All customers are different
All customer change
All competitors react
All resources are limited