BUAD 560 Marketing Strategy

Marketing strategy refers to creating, delivering, and capturing more customer value than the competitors on a sustainable basis. This course aims to provide students with a competitive advantage: the ability to predict customer and competitor response to marketing actions, and hence to create value by making more insightful marketing decisions in different industries. This course is to deepen the student's practical skills by using marketing analytics to improve marketing mix ROI and customer analytics to improve targeting decisions. The teaching method will be highly interactive, with a blend of lectures, case discussions, problem sets, and project work.

Credits

3

Offered

Every year