Course Code: MKTG 207
Academic Year: 2024-2025
This course emphasizes the importance of the individual Consumer as the key for business design and priority. It highlights the importance of capturing and analyzing Customer data in order to create long term, win-win relationships needed in building Corporate Value. Students will develop the ability to use Segmentation strategies in order to identify primary Customer group characteristics. Students will use proprietary database technology to recommend and rationalize expansion locations. This course provides students with a working knowledge of Direct Marketing concepts and measurements. Students will build, execute and analyze a Direct Marketing campaign using current marketing automation software. Corporate Social Responsibility as a key component of branding will be examined.