Provides in-depth examination of the role of marketing on strategic marketing planning at the highest levels of an organization. Focuses on the marketing issues that preoccupy senior management. Develops skills for obtaining and using the appropriate information with which to make sound marketing decisions. Provides experience in the use of surveys, experiments and a variety of practical analysis techniques, including regression and conjoint analysis. Deals with critical strategic issues facing financial services firms.
Students learn about contemporary challenges from senior industry executives.
This is a half-term course. This is a half-term course. The basic premise of the course is that this will bring about radical change in the way many markets work. The course is designed to apply the basic principles of marketing to computer-mediated environments and to understand how these principles will have to change. This is a half-term course.