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. (No transfer credit ruling). Lect: 3 hrs. Prerequisite: MKT 100 or HTM 302 or Direct Entry Course Weight: 1.00 Billing Units: 1
