Exploration of crucial aspects of marketing with emphasis on the customer and the marketing mix. Development of analytical and critical thinking skills through case study. Design and assessment of a basic marketing plan.

This course is designed to give students a theoretical understanding of the digital marketplace in order to adapt to the increasing shift of marketing effort from traditional media to digital media such as search engines, social media, and mobile. It also equips students with the strategies, tools and tactics that digital marketers employ and develop the specific skills necessary for carrying out digital marketing plans and effectively evaluating the plans of others.

Exploration of and application of marketing concepts to the demands and conditions of the global marketplace. Critical evaluation of the marketing challenges presented by the increased exposure of individuals, businesses, and governments to international market forces.

Examination of the strategic planning process, with emphasis on resource allocation decisions driven by marketing analytics. Focus on the use of quantitative and data analysis tools to define optimal marketing mix, perform effective analysis of customers and digital marketing campaigns, as well as integrate spatial thinking in decision-making. 

Marketing strategy integrates marketing and other functional areas within a firm. It provides orientation to organizations on how to use resources and capabilities to maximize long-run customer value as well as generate the greatest financial return.