MK 649 - Managing Investments in Marketing

Credits: 4 credits
(Semester varies)

An important function of the IMC manager is to optimize investments across different aspects of the marketing and communication mix. This course reviews fundamental tools of analysis used by managers, such as budgeting, forecasting demand, market and segmentation analysis, return-on-investment valuations, media expenditure planning, and evaluation of marketing communication efforts. Exercises, cases, and readings are used to provide students with exposure to the concepts and practice in applying them.

Prerequisite(s)/Corequisite(s) MK 601 and MK 604, MK 610 or MK 661.