MK 8730 - Marketing Engineering

3 Hours
The objective of this course is to show the benefits of using a systematic and analytical approach to marketing decision-making, and to build skills and confidence in undertaking such analyses and decision making. An analytical approach will enable one to: (1) identify alternative marketing options and actions, (2) calibrate the opportunity costs associated with each option, and (3) choose one or more options that have the highest likelihood of achieving business goals. Completing this course will enable making the ROI case for marketing expenditures that companies are increasingly asking of their executives.

Prerequisite(s): MBA 8145.
Corequisite(s): None.
Pre/Corequisite(s): None.
Requirements: None.