Modern marketing research techniques and their applications to problems related to marketing strategy, pricing, forecasting, and policy determination. Special attention is given to consumer research, behavioral concepts, and the measurement for marketing purposes. Strategic planning and management of brands and product categories from both manufacturing and retailing perspectives. Focus is on the product brand development, pricing, distribution, and promotion of brands and their strategic and functional roles in the product mix. Individual research problems.
Topics vary depending upon the instructor.
Extensive review of literature illustrative of marketing research studies. Focuses upon theoretical foundations of research design, methodology, and analysis as well as interpretation of univariate, bivariate, and multivariate data in marketing theory exploration. Comprehensive survey and critical review of the history of marketing thought and contemporary schools of thought in marketing discipline. Indepth research, review, synthesis, and a research proposal will be required in a selected topic from the perspectives of advancing marketing theory. Underlying theories and problems related to the development of logistical systems in the U.S. Attention focused on transport economics, the role of government in providing transportation facilities, and managerial issues related to integrating transportation, inventory control, warehousing, customer service levels, and facility location.