MKT 609 Marketing Management and Customer Value
For graduate students only. Examines the development and evaluation of marketing, planning and strategy from a managerial perspective. Integrates the delivery of high levels of customer value (delighting customers), which enhances the "connection" between the firm and the customer, ultimately leading to more loyal, profitable customers. Measurement of marketing metrics, decision theory, pricing and promotion are also topics. Covers applicable research techniques, as well as contributions from other disciplines in the context of marketing management.
Credits
4
Offered
fall and spring semesters