The course objective is to construct a business strategy for a B2B and B2C company, and evaluate the effectiveness of real world business strategies; create a marketing strategy for a B2B and B2C company, and evaluate the effectiveness of real world marketing and brand strategies; develop recommendations for marketing strategy based on analyzed data; use marketing analytics tool to segment and target customers; conduct and manage marketing experiments in a controlled way; present data visually to make it understandable for a given audience; produce effective reports summarizing marketing data for decision makers; and be able to manage a digital marketing project from start to finish using standard PM tools and techniques.