Id: 035578 Credits Min: 3 Credits Max: 3

Description

In this course students will learn and apply various marketing research techniques that will enable them to make soundly based decisions about new products or services in either an existing firm or new venture. Some of the topics covered include: assessing customer needs, estimating market demand, deciding the features of a proposed product/service and the price that would be most attractive in its target market. The course will provide students with an overview of key marketing concepts, and understanding of the statistical methodology behind market research techniques and practical application of these techniques through cases and projects.

Prerequisites

MKTG.5010 Marketing Fundamentals, or permission of graduate program coordinator.

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