Mktg Analytics: Dec Mak in Info Age

This course demonstrates the benefits of using a systematic and analytical approach to marketing decision-making, and helps students develop their skills and confidence in doing such analyses. Analytical approaches covered enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. With the knowledge gained here, students are better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. Prerequisites: BUS 310 and BUS 376. (3-0-3)

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