AEM 5550 - Marketing Strategy

Fall. 1.5 credits. Letter grades only.

Forbidden Overlap: due to an overlap in content, students will not receive credit for both AEM 4550 and AEM 5550.
Prerequisite: AEM 2100, ECON 1110 or equivalent.

J. Liaukonyte.

This is an analytical and quantitative course focusing on advertising strategy. In this course we will analyze how advertising affects product demand and competitive responses from rival products. Why and how do consumers respond to advertising? What is their sensitivity to advertising expenditures, if any? Can we measure that sensitivity? What role does advertising play in (spurious?) product differentiation? Does advertising change preferences, consumers’ willingness to pay or both? And, most importantly, why should we care? Why do distilled and blended liquor, real estate agents, motion pictures and soap and detergent producers have the highest advertising expenditure-to-sales ratios (at 10-15%); whereas convenience stores, dairy products and tire producers have the lowest (all under 2%). These are some of the questions that will be discussed and answered during this course.

Outcome 1: Explain the role and the importance of traditional and digital advertising in a rapidly changing business landscape.

Outcome 2: Discuss and critically evaluate the key elements of a firm’s advertising strategy.

Outcome 3: Illustrate how the effectiveness of an advertising campaign can be measured.

Outcome 4: Demonstrate advanced analytical skills in advertising data analysis and appropriate data visualization techniques to effectively communicate the insights from data analysis.