MKTG 720 - CONSUMER SENTIMENT ANALYSIS

Designed to introduce students to the applications of text analysis, in particular, consumer sentiment analysis in marketing. Students are exposed to the basics of a variety of methods and techniques in the domain of text analysis and will learn how and when each of the methods and techniques can benefit marketers in finding new insights about consumer’s opinions and needs. Students are given opportunities to apply what they have learned and are encouraged to think like decision makers.

Prerequisite: MKTG 605 or consent of instructor.