MK 528 Marketing Metrics *

This course examines strategic decision models and marketing metrics including channel management issues. The course provides measurement tools for students to understand the decision-making process in driving revenue and results. Market insight, forecasting, data mining, pricing, sales analytics, competitive analysis, and presenting the data are covered in the course. Students will investigate the development of an analytical-based evaluation system for better channel and distribution decisions.

Credits

3

Prerequisite

MBA 525 or MBA 534

Outcomes

1. This course will prepare students to:
2. Design a company's distribution channel structure and strategy using metric tools and incorporating the integration of marketing and sales efforts.
3. Develop presentation methods to showcase data and analytics.
4. Assess the use predictive analytics and data mining for forecasting.
5. Interpret methods for identifying market size. trends, and market segments.
6. Compare metric methods for analyzing competition, market-size, trends, market segments, and pricing.
7. Evaluate types of metrics such as search engine optimization is applied to marketing strategy and strategy reevaluation.