Strategic Marketing Decisions

Catalog description

A marketing strategy exercise filled with tactical detail. Through a Marketplace simulation, students will be placed into a realistic international business setting where they will operate a marketing division for two years in compressed time through 8-rounds of decision-making. Prereq: 3250, BusOBA 2320, 2321 and BusMHR 2292; and enrollment in the Business Management specialization. Not open to students with credit for 4204. 4210 Advanced Market Research and Analytics U 1½ - 3 Applications of modern marketing research procedures to variety of marketing problems. Emphasis placed on survey design and sampling, attitude measurement, perceptual mapping, market segmentation, conjoint analysis, and measurement of customer satisfaction. Prereq: 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for BusMgt 3333. 4212 Customer Relationship Management U 1½ Examines the theories of methods used to identify profitable customers, understand their needs and wants, and how to build a bond with them by developing customer-centric products and services directed toward providing customer value. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv.