MRKT 4595 Value Creation and Marketing Accountability

4 semester hours

There is an increasing desire and need for enterprises to more clearly link marketing activities to financial returns and other broader measures of performance, such as sustainability and quality of life. Doing so requires not only technical and analytic capabilities but also new cross-functional platforms, business routines, organizational structures, and planning processes. By developing such competencies, business enterprises will be positioned to make decisions that reflect the “voice of the consumer/customer” and lead to improved short- and long-term financial performance, as well as other elements of the triple bottom line, such as sustainability and quality of life. This course explores how (and why) the functions of Marketing, Insights/Analytics, Finance, and IT can work together to achieve improved business and societal results.

This is the COIN Pathway Capstone course.

Prerequisites: BCOR 3510 , MRKT 3512 , and MRKT 3516 .