MBA 756 – Applications in Marketing Engineering: Market Response Models and Analytics

2 Credits

Description

The purpose of this course is to provide an introduction to applications in decision modeling which address issues such as segmentation, positioning, product design, sales force management and promotion planning.  This course stresses the benefits of a systematic, analytical approach to marketing decision-making.  Students will learn how to solve marketing problems by using spreadsheet-based models to organize and analyze data.  However, participants will be required to develop a thorough understanding of the market-response models which form the foundation for this course before applying them to solve problems and case exercises.  The intended outcome of this analytical approach is to enable managers to identify appropriate marketing options and evaluate the costs and expected returns associated with each.  The overriding philosophy of the course is that marketing decisions should resemble design engineering - putting together concepts, data, analysis and simulations to design and implement effective strategies.  The course is designed for MBA students who have a basic understanding of marketing principles and previous exposure to spreadsheet programs.