Students learn how to optimally leverage the Internet in generating customer sales in a cost-effective manner. Students will analyze and manipulate a variety of data using pivot tables to determine optimal strategies for obtaining maximum total online bookings through the various online channels available. Using a portfolio application model, students can determine an optimal publisher strategy and complete copy improvement analysis.
Jeffery, M., Egli, L., Gieraltowski, A., Lambert, J., Miller, J., Neely, L. and Sharma, R. (2017), "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000012Download as .RIS
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