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Computer Assisted Market Analysis and Planning
Computer Assisted Market Analysis and Planning
Provides students with the state of the art, but practical computer assisted
approaches to such current marketing issues as segmentation and targeting,
market measurement, strategic marketing analysis and planning, product
positioning, new product development, advertising and promotion planning and
budgeting, pricing and distribution strategy, customer satisfaction, and
post-purchase management. The computer assisted approaches include
choice-based segmentation, attribute/similarity based perceptual mapping,
multidimensional scaling, product portfolio, conjoint analysis, new product
diffusion, advertising response, market/sales response and pricing. This
course emphasizes active participation. Each approach entails software
implementation and a business case whose resolution can be enhanced through
the use of the software.
