This course focuses on integrated marketing strategies and business-to-business marketing. It also looks at the collection, evaluation, and analysis of data and information about the external environment, products and industries, and consumer/buyer behavior. This includes engaging in marketing research by envisioning decisions that will be made based on the research. Examine how to acquire trustworthy and relevant data and judge its quality by utilizing secondary research such as internal customer databases or knowledge management systems. Analyze data relevant to classic marketing decisions by understanding state-of-the-art data analysis techniques. Other topics are the unique challenges of marketing services, social marketing, customer relationship management, brand management, ethical and legality issues.