The challenge for every customer-oriented organization consists of identifying potential customers This innovative course provides an understanding of the role that analytical techniques and models can play to enhance marketing decision-making. Though designed for students with some background in quantitative methods, the course is non-mathematical. The focus is on computer-based models, and emphasis is on application. The most popular and useful techniques found in marketing today are studied, including: choice models for customer targeting, conjoint analysis for product design, cluster/discriminant analysis for market segmentation, portfolio models for project selection/prioritisation, perceptual mapping for product positioning, new product forecasting for better product planning, and resource allocation for better ways to develop and defend marketing budgets. These are illustrated with cases based on real situations in which organizations must make tough practical decisions. Students who complete this course will be conversant with modern methods of analysis and decision-support, understand and be able to use the computer tools in the Marketing Engineering toolkit in a variety of business decision situations, and be in a position to make better use of existing data when making business decisions. Students are expected to have access to a computer.
Exclusion: MARK5983