The Marketing Intelligence concentration focuses on creation and management of profitable long-term relationships with customers with an emphasis on the use of information and communication technologies in researching, selecting, entering, and competing in global markets. The concepts and skills taught in the concentration cover: customer relationship marketing; the acquisition and retention of profitable customers through interactive techniques; and the use of appropriate multi-channel communications, including innovation strategies and digital marketing for creating additional value and enhanced customer satisfaction.

Primary Concentration:
all four courses listed below

Secondary concentration:
MKTG 5220 (320), MKTG 5250 (350), and either MKTG 5660 (360) or MKTG 5230 (330)

MKTG 5220 (320): Customer Relationship Marketing
This course discusses the scope of interactive marketing strategies and programs and introduces business models that are appropriate for this purpose. It also examines the strategies and tactics involved in the evolution of a firm’s interactive marketing programs from its current marketing activities. The course introduces the concept of customer lifetime value and discusses various customer relationship forms that are appropriate for interactive marketing. Brand development and brand equity management are also explored from a relationship marketing perspective. Students obtain hands-on experience of creating detailed marketing plans with appropriate financial forecasts for typical interactive marketing situations. The course makes extensive use of case studies of actual companies.

MKTG 5230 (330): Product and Innovation Management
The product is the basic profit unit of the company. This course focuses on the profitable management of the firm's product portfolio. Alternative organizational structures are discussed as they impact product success in the marketplace. As new products and services are crucial to the continued success of the firm, the course stresses the process of innovation. The managerial issues and analysis techniques necessary to the design and marketing of new products are fully explored. Among the issues treated in this course are: successful integration of marketing and R&D; how to generate ideas to enter the market; how to select product concepts with improved profit potential; how to accelerate the new product process from design to commercialization; teaming with customers, suppliers and distributors for faster development cycles; and global protection of intellectual property.

MKTG 5250 (350): Marketing Research and Information Systems
This course discusses the collection and use of information on customers and their needs for designing marketing programs. The course develops skills in obtaining and using customer input for product design, communications, pricing, distribution, and customer service decisions. Some of the topics covered include: research design; use of secondary information sources; decision support systems; sampling techniques; questionnaire design; scaling and measurement; and multivariate data analysis procedures. The applications discussed in the course include the creation and use of data-warehouses; customer satisfaction measurement; customer-based brand equity measurement; and the use of the Internet as an information-gathering tool.

Marketing 5660 (360): Customer Behavior
The analysis of customer behavior as it informs marketing decision - customer relationship management, brand management, and marketing strategy. Topics: customer information search; customer responses to marketing communications; customer choice processes; post-choice experiences, including product consumption and usage, satisfaction, brand and supplier loyalty, and customer defection; internal and external influences on customer behavior; and customer behavior research methods. The course considers both online and traditional behaviors, as well as individual, household and organizational customers.