MKT6615 - Marketing Engineering

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
Intensive Teaching Mode/One semester
Course Offering Term*:
Semester B 2022/23

* The offering term is subject to change without prior notice
Course Aims

This course aims to provide students with an understanding of the role of analytical techniques and computer models in enhancing marketing decisions in modern enterprises.  Successful examples of marketing engineering as well as a software toolkit for the decision-making process will be provided. Ethics in marketing decision making will be emphasized. The focus is to foster and enhance students’ skills in making IT-intensive marketing decisions.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 70%
Examination: 30%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Marketing