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Course Catalog

GRAD > MBAMKT > 676

Computer-Assisted Market Analysis and Planning

Description:
This course provides students with state-of-the-art, practical, computer-assisted approaches to such current marketing issues as segmentation and targeting, market measurement, strategic marketing analysis and planning, product positioning, new product development, advertising and promotion planning and budgeting, pricing and distribution strategy, customer satisfaction, and post-purchase management. The computer-assisted approaches include choice-based segmentation, attribute/similarity based perceptual mapping, multi-dimensional scaling, product portfolio, conjoint analysis, new product diffusion, advertising response, market/sales response, and pricing. This course emphasizes active participation. Each approach entails software implementation and a business case whose resolution can be enhanced through the use of the software.

Offered in:

TBA