AEM 5550

Marketing Strategy

Course Description

Course information provided by the 2025-2026 Catalog.

AEM 5550 Marketing Strategy is a 7-week course that emphasizes the foundational principles of developing effective marketing approaches, grounded in key economic concepts. We will explore core ideas that help businesses establish and maintain competitive advantages, such as understanding price sensitivities of customers, economies of scale, network effects, switching costs, branding, etc. These concepts will serve as a guiding framework for our analysis of marketing decisions, particularly in pricing and advertising.

Forbidden Overlaps REF-FA25 AEM 4160, AEM 4550

Last 3 terms offered 2024FA, 2022FA, 2021FA

Learning Outcomes REF-FA25

• Explain the role and the importance of traditional and digital advertising in a rapidly changing business landscape.
• Discuss and critically evaluate the key elements of a firm's advertising strategy.
• Illustrate how the effectiveness of an advertising campaign can be measured.
• Demonstrate advanced analytical skills in advertising data analysis and appropriate data visualization techniques to effectively communicate the insights from data analysis.

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