Applied Marketing Management

(3 Credit Hours) · Undergraduate

Applied Marketing Management is an experiential undergraduate course that immerses students in the end-to-end management of a live e-commerce operation for official business school merchandise. Students assume responsibility for real marketing decisions (including product design, pricing, promotion, digital analytics, and performance optimization) within the constraints of an operating online storefront. The course bridges marketing theory and analytics with applied managerial decision-making. Rather than relying on simulations or hypothetical cases, students work with real customers, real data, and real financial implications. Using tools such as Google Analytics 4 (GA4), students analyze customer behavior, evaluate conversion performance, design and test merchandise concepts using marketing research methods, and run controlled digital campaigns to assess demand, profitability, and return on marketing investment. Throughout the semester, students confront the tradeoffs inherent in real-world marketing: balancing brand positioning with cost considerations, managing inventory risk, optimizing pricing and promotional strategy, and making data-informed decisions under uncertainty. The course emphasizes both value creation (delivering meaningful offerings to customers) and value capture (ensuring economic sustainability).