THIS COURSE WILL INTRODUCE STUDENTS TO THE TOOLS AND TECHNIQUES BEHIND A SYSTEMATIC AND ANALYTICAL APPROACH TO MARKETING DECISION-MAKING. STUDENTS WILL BE EXPOSED TO THE ANALYTIC CHALLENGES FACED IN MARKETING AND INTRODUCED TO FOUR FUNDAMENTAL MARKETING STRATEGY PRINCIPLES THAT CAN HELP ADDRESS THE CHALLENGES. STUDENTS WILL DEVELOP ANALYTIC COMPETENCIES PERTAINING TO THE FOUR PRINCIPLES BY LEARNING HOW TO MEASURE CUSTOMER PREFERENCES, ESTABLISH DIFFERENT WAYS FOR MARKET SEGMENTATION, IDENTIFY POTENTIAL OR ATTRACTIVE CUSTOMERS TO TARGET, DETERMINE THE BEST POSITIONING FOR A BRAND AND DEVELOPING NEW PRODUCTS THAT ADD VALUE THROUGH TECHNIQUES LIKE CONJOINT ANALYSIS, CLUSTER ANALYSIS, POSITIONING MAPS, LOGISTIC REGRESSION, RESPONSE AND CHOICE MODELS. DATA ANALYSIS WILL BE CARRIED OUT VIA MARKETING ENGINEERING (MEXL) ANALYTIC TOOL, WHICH IS AN ADD-ON TO EXCEL.
Skill Level: Beginner