MKG 540 Strategic Mkg in a Digital Economy
Examines information as the basis for strategicdecisions by marketing managers in consumer,commercial and industrial markets. Designed toenable students to acquire the necessary skills inplanning as well as those needed to make necessarymarketing decisions. It explores serving customerselectronically using the Internet, cell phones andother mobile devices. Topics covered includepersonalization and customization, technologyreadiness, self-service technologies and e-servicequality measurement.