Advanced Marketing Management and Metrics

DESCRIPTION:
Marketing decisions and appropriate metrics to measure the effectiveness of different marketing activities.

RATIONALE: 
The course bridges the gap between marketing theory and practice by providing a natural setting for planning, implementation, and evaluation of marketing activities through the use of a simulation game provides the theoretical framework and tools for analysis, planning and control to help the marketing manager in his or her effort to harmonize the objectives and resources of the organization with the opportunities found in the marketplace. This is a course for Marketing students that have already assimilated the marketing concept and the elements of the marketing mix.

LEARNING OUTCOMES: 
On successful completion of the module, the student should be able to:
1. Demonstrate understanding of the tools for making marketing decisions, considering internal and external conditions in which the firm operates.
2. Build conceptual knowledge and get analytical skills to systematically analyze and solve marketing problems for new and existing brands.
3. Select appropriate metrics to measure the effectiveness of different marketing decisions.
4. Critically evaluate corporate resources usage across a brand portfolio and for different markets.

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures, complemented by extensive use of examples from the local and international business environment to highlight the application of key marketing concepts.
- Interactive learning through probing questions requiring creative thinking and encouraging discussion on key
marketing issues/concepts and their applications to marketing strategy.
- Computer Simulation Game: to enhance student’s analytical skills and ability to synthesize learning in a highly competitive environment. The game allows students to grasp a holistic understanding of the marketing function as a profit center. Student performance is assessed in terms of market share and profit achievement. Advances teamwork skills.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material, and consult on the simulation.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.