The forces and dynamics of today's market are making the marketing task more complex and competitive. In this context, a successful marketing strategy involves complementing the basic elements of marketing mix, with analyzed data, and appropriate models and simulations incorporated in a consistent and professional way.

This course will introduce students to core elements of marketing strategy, as well as the skills needed to make intelligent use of data in decision making related to marketing functions and strategies. The course materials and contents will be a combination of lectures, cases, business articles from reliable sources on the internet (e.g. Business Insider, Forbes, etc.) and "hands-on" exercises with actual business data and widely used statistical and mathematical models.

In this course, students will learn both the "art," or conceptual side of marketing, and the "science" side of marketing, which will equip the student with practical "know how." The students will gain a working knowledge of segmentation, targeting and positioning, pricing, channel design, conjoint analysis for product design, and allocation of resources amongst different promotional vehicles. This course will benefit not only those students following a marketing path, but also those students joining other departments or institutions that deal with the process of innovation. Both groups of students will require a deep understanding of the multiple tools available to support marketing decisions that without a doubt have a significant contribution to the management of innovations.