Pennsylvania State University 3 credits BADM
This is a graduate-level marketing management course that explores strategic marketing issues with a strong focus on integrating marketing analytics tools. It covers both conceptual and empirical approaches to analyze, plan, implement, and control marketing activities in the competitive marketing landscape. The course emphasizes key areas such as market assessment, competitive analysis, target marketing strategy, buyer behavior analysis, and marketing mix strategies. Students must complete a required research component, utilizing cutting-edge marketing analytic tools to connect data-driven marketing decisions to critical business outcomes (e.g., market share, return on marketing investment, and profitability). Upon completion of this course, students will be able to derive actionable strategic marketing insights and implications from their analyses.
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