MKG 540 Strategic Mkg in a Digital Economy
Examines information as the basis for strategic decisions by marketing managers in consumer, commercial and industrial markets. Designed to enable students to acquire the necessary skills in planning as well as those needed to make necessary marketing decisions. It explores serving customers electronically using the Internet, cell phones and other mobile devices. Topics covered include personalization and customization, technology readiness, self-service technologies and e-service quality measurement.