BUS 430 Marketing and Competitive Analysis
Marketing is competitive by nature and successful marketing requires a deep understanding of one’s competitive environment. The world of big data and artificial intelligence are allowing more sophisticated marketers to define their target markets and competitive environments in new ways, opening new paths for organizations to compete. This course examines how big data and artificial intelligence are changing the ways that organizations 1) position themselves relative to their competitors, 2) define their target markets, and 3) execute successful marketing programs.