MKT 555 MARKETING APPLICATIONS AND METRICS

This course is designed to provide the knowledge and skills necessary to develop marketing strategy at the enterprise level. The course will focus on issues such as the selection of which business and segments to compete in, reinvention of marketing approaches, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues, such as philanthropy and ethics in marketing. Emphasis will be placed on designing and measuring the effectiveness of marketing strategies and reinvention of market-focused initiatives. The participants will engage in a team-based set (two) research case studies. In addition, there are several opportunities to interject their personal thoughts in a non-graded self-reflection manner.

Credits

Prerequisite

Master's level students: MKT 550. Bachelor's level students: MKT 202.

Distribution

MARKETING