MBA 636 Mkt Decision-Mkg

The most important responsibility of a marketing manager is to make decisions. A primary characteristic of marketing problems is that they vary considerably. Because of the nature of these problems, it is not possible to devise a solution that will work in every situation. Instead, this course focuses on tools and techniques to aid in decision-making. The course explores the basis of scientific investigation to help solve marketing problems including problem formulation, project planning and design, search for information, sampling, questionnaire design, analysis, interpretation and reporting. In doing so, it investigates the various tools and analytical techniques at the disposal of the marketing manager. As such, the course is very useful for managers in the corporate world. Prerequisite: MBA 635. (3 credits)