MKT 5851 Business and Marketing Intelligence


(3 semester hours credit)

Students examine the effect of business and marketing intelligence on leadership decisions and implementation of both strategic business plans and tactical marketing programs. The central focus of the course is building an understanding of the market research tools and data available, and when and how to utilize such intelligence. Students analyze both primary and secondary research sources, from focus groups and market experiments to consumer reports. As a result, students will understand how to integrate acquired information to develop informed business strategies to meet defined needs and opportunities.

Enrollment in LMBA Degree required