Data Focused Marketing
Units: 6
Marketing, as a science and as a profession, is changing rapidly. Organizations are beginning to see the value in bringing different departments into strategic marketing and implementation. This is especially relevant with the challenge of understanding and analyzing data on customers, product offerings, and channels. How can different sources and types of data be used to help inform product development, market channel analysis and customer service and support? Today, marketing is to some extent defined outside the traditional marketing department, so how can the next generation of marketers address this challenge? This course provides an overview of marketing concepts focusing on definitions, mechanics, and practices. We will cover the basics of marketing but also delve into marketing's role within various departments across the enterprise including supply chain logistics, sales force automation and public relations. We will have in-class exercises weekly to help students think about marketing's impact on various products and services as well as understand how digital, mobile, social and IoT are quickly changing the marketing landscape. We will touch upon some of the other offerings provided at the Heinz College and Carnegie Mellon focused on specific marketing channels and processes. This course is a pre-requisite for students who wish to take 93-821 Arts Marketing and Public Relations and recommended for any advanced marketing classes.