This course emphasizes many of the models and methods that have been proposed to aid the decision making of marketing managers. Students will become acquainted with some of the most frequently employed marketing decision models, addressing such issues as segmentation, new product design and development, distribution channels, sales force planning, and pricing. Unlike most marketing courses that focus on conceptual material, this course will provide skills to translate conceptual understanding into specific operational plans a skill increasingly demanded by organizations today. We will also study new developments in database marketing, market mapping, and other computer-based marketing applications. Each concept that we cover has a software implementation and a problem or case whose resolution can be enhanced through the use of the software.
Students struggle at times, attempting to apply the tools.
The course will be particularly valuable to students planning careers in marketing and management consulting. The course is designed for students with some background in quantitative methods as well as some exposure to basic marketing concepts. Evaluation Course grades will be based on several activities, including class participation, computer-driven exercises and cases, a term project, and a final examination. Class Sessions Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. It is your responsibility to be prepared for each session as detailed in the course schedule.