The course covers a broad array of issues involving the consumer market, the forces affecting purchase and consumption choice behavior, and the different avenues for reaching consumers. The managerial portion deals with creating an innovative climate and management of the new product development process. Identification of potentially profitable market segments, adjustments in the product or product line, international product management, branding, packaging and pricing policy in a changing competitive environment. Stresses design of research strategy, data collection, use of multivariate statistics and computer analysis. Stresses elements of research common not just to marketing but all business research areas.
Departmental approval is required prior to registration.
See masters programs adviser. Copyright 2001 . David Eccles School of Business.