MKT6339 - Capstone Marketing Decision Making

MKT 6339 Capstone Marketing Decision Making (3 semester credit hours) Provides hands-on experience in decision-making using analytical methodologies and frameworks. Marketing simulation software runs and manages a fictional firm in a competitive marketplace. Exposed to commonly encountered marketing decisions such as selecting target segments, positioning, line extensions, pricing, promotions, advertising, and sales force allocation. Learn to integrate the latest marketing thinking with data and assumptions, to systematically evaluate tradeoffs and implement solutions, and avoid common marketing mistakes. Become acclimated in developing and defending the business case for decisions, measuring and evaluating the outcome of choices. Prerequisite: MKT 6301. (3-0) P