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Case Analysis and Marketing Metrics

Course Code MKTG-741
Lecture hours per week 3
Lab hours per week 0
Course Availability: Open

In this course, students will develop a good understanding of how to create customer value and how marketing strategies contribute to corporate profitability and growth. The in-depth knowledge gained in this course will help the student become more persuasive when recommending strategies that are accompanied with process metrics and expected ROI benefits.

Lectures and case studies are supported by meaningful industry examples and applications that will help students throughout their careers.

The course will end with both offensive and defensive marketing strategies designed to achieve overall business objectives of revenue growth, financial performance, and strategic market position.
Students will examine how successful, experience offering, brands consistently strive to deliver seamless, frictionless and low effort experiences and the methodologies companies use to stay differentiated and competitive. Students will also learn how User Experience(UX) and User Interaction(UI) are components of the total Customer Experience( CX) value proposition but do not mean the same thing to the customer.