Course Code: MKTG 5300
Academic Year: 2024-2025
This course examines key marketing metrics with emphasis on the development, analysis, presentation and interpretation of such data. Metrics covered will include: brand awareness, customer perception and market share; margin, profitability and ROI; product and portfolio management; salesforce and channel management; pricing; promotion and advertising; and digital, online, email and mobile. The use of models and dashboards to enhance insight will also be explored.