MKTG 6200 - Marketing Intelligence and Metrics

Every manager knows that effective marketing is critical to successfully competing in today’s dynamic business environments. Unfortunately, most managers are not clear on how to assess the financial impact of their firms’ marketing vehicles, programs or systems. To provide the needed clarity, this course offers a toolkit of skills that will help in three areas, 1) identifying what to assess, 2) making accurate assessments, and 3) applying the results to future decisions. Having a holistic understanding of market-based action-outcomes is essential for both marketing professionals and all managers with customer-based, profit and loss responsibility, especially those looking to give their careers a long-term competitive edge. Coreq: BUSN 6560. Restriction: Restricted to graduate majors and NDGR majors with a sub-plan of NBA within the Business School. Max hours: 3 Credits. Semester Hours: 3 to 3