This course provides students with state-of-the-art contemporary demand and supply marketing metrics and analytic tools, such as marketing research, share of mind, margins and profits, product, sales force, and channel management, advertising media and web metrics to integrate marketing performance with the firm's strategic thrusts and corporate finances. Students are introduced to the case method as a model for critically analyzing situations and developing evidence-based, ethical decision-making skills using marketing theory and marketing metrics.
This course is fully online and asynchronous, meaning you typically will not have to be online at specific times. You will engage in course-related activities through online tools such as announcements, discussions, and email. Your course learning will be based on weekly module content and activities that you can go through independently. Note: there are still deadlines for assignment submissions, and you may be expected to participate in discussion board interactions with your peers on a regular basis.
Your instructor may also include occasional scheduled sessions for Q&As and other discussion activities, using web conferencing tools such as Zoom and Google Meet. More details will be included in your course outline available on the first day of class.