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, elements of marketing strategy as well as the skills needed to make intelligent use of marketing data in making recommendations about marketing strategies. These are learned through a combination of lectures, cases, and "hands-on" exercises with actual business data. The course is designed to equip the student with practical "know how," which can be used immediately on the job. Students gain a working knowledge of segmentation, targeting and positioning, conjoint analysis for product design, forecasting the demand of a new product, pricing analysis, channel design, allocation of resources amongst different promotional vehicles, and an introduction to digital marketing analytics.