A thorough examination is made of the product development and innovation cycle, its tools and techniques. The role of marketing, engineering, accounting and other functions are closely assesed. A managerial approach to market research activities.
Primary emphasis is on applying research information towards marketing decisions.
The research process is discussed, then qualitative and quantitative methodological alternatives are systematically reviewed. Careful attention is paid to how to analyze and present research findings. A survey of current problems and issues in marketing from the perspective of the firm. Selected business managers from area corporations are invited to challenge class members with problems or opportunities. Using problem-solving techniques, students then present their finding and recommendations to these managers and obtain feedback on these proposals.