Marketing : Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data.
Terms: Fall 2018, Winter 2019
Instructors: Mackalski, Robert (Fall) Mackalski, Robert; Cyrius, Fabienne (Winter)
Prerequisite: MGCR 352