BUS620 Marketing and Analytics

This course prepares the students to manage contemporary promotional vehicles, including search engine optimization (SEO), search engine marketing (SEM) and social media marketing to convey to potential customers the communications supporting the organization’s objectives of an integrated marketing plan. Marketing performance measuring tools and analytics are emphasized. Building differentiated value perceptions in a global customer base in relation to competitor’s products and services is applied. Upon successful completion of this course, students will understand the role of marketing in creating competitive advantage, how to measure marketing performance and how to manage customer information and build customer relationships.

Prerequisite: None

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