November 5, 1999

At Business Schools, Students Learn to Mine Data on Consumer Behavior

By FLORENCE OLSEN

Courses that you thought only computer-science majors could enjoy have become favorites among M.B.A. students at business schools, where high-tech methods for studying data about consumers are changing the way marketing and management courses are taught.

At some of the schools, waiting lists for the courses -- with names like "Decision Support," "Marketing-Intelligence Management," and "Advanced Data Analysis for Decision-Making" -- have forced marketing and

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