Marketing

HCM 702.1 Subject & Catalog Number

Description

Marketing in the digital landscape calls for a variety of challenges as consumer digital adoption, technology, emerging competitors and data integration changes rapidly. This class prepares students to be effective marketing leaders in landscapes that require focused resource allocation that integrate digital and physical services, and equips them to make strategic decisions in preparing and approving customer centered initiatives. Students will gain a working knowledge of the marketing landscape based on quantifiable addressable market, differentiation, brand strength, customer centricity and targeted engagement through product, place / channel, pricing and promotion in competitive markets. Students will use cases and a team based project learn to critically assess marketing plans and evaluate a range of approaches and methods to measure value driven offerings. Plan on fast-paced case discussions and hands-on group project work.

Course Restriction: HCM Students only