Marketing Metrics
This course is designed with marketing managers in mind. As profession marketing is evolving, it is no longer based primarily on the conceptual content. Marketers get exposed to thousand times the volume of data she(he) saw five years ago. More data cannot lead to better decision making unless managers learn how to use that data in meaningful ways. In this course, students will be introduced to the analytical decision models that assist modern managers in making marketing decisions related to targeting, product design, communications, and more.
Prerequisites: MARK 460 or equivalent and (ISSCM 402N or ISSCM 491); Restricted to Graduate Business students.
Outcomes: Learn analytical techniques and decision models for enhancing marketing decision making in the modern organizations; Improve skills to viewing marketing processes and relationships systematically and analytically; Learn power of decision models applied in the real managerial contexts; Provide students with toolkit that may be used to assess, and measure return on marketing investments in organizations.
Prerequisites: MARK 460 or equivalent and (ISSCM 402N or ISSCM 491); Restricted to Graduate Business students.
Outcomes: Learn analytical techniques and decision models for enhancing marketing decision making in the modern organizations; Improve skills to viewing marketing processes and relationships systematically and analytically; Learn power of decision models applied in the real managerial contexts; Provide students with toolkit that may be used to assess, and measure return on marketing investments in organizations.