Product Management - MARK 5328 Management of the firm's product or service offerings. Topics include new product development, new product screening, evaluation of existing products, product line and mix analysis, product abandonment decisions, the brand manager's role, the new product planning department, and others. Emphasis on the development of meaningful criteria for decision-making in the product area and on the development of information systems to suggest, screen, and monitor products. Advanced Research Analysis - MARK 5336 Focuses on problems of data analysis in marketing research. Considers application of multivariate statistics, including multiple regression, discriminant analysis and factor analysis to marketing research problems.
Considerable time is also devoted to multi-attribute preference models such as conjoint analyses.
Case studies and data analysis projects are utilized. Qualitative Research - MARK 5338 Examines the nature of qualitative research and its growing value to the marketing research community. The role of focus group interviewing, types of focus groups and their conduct are extensively explored. Other topics include depth interviewing, projective techniques, observational research, the Delphi method, environmental forecasting, and futuring. A case course designed to give the student an opportunity to utilize the managerial and analytical skills that he or she has acquired.