4824 (v.4) Marketing 494

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Area:	School of Marketing
Contact Hours:	3.0
Credits:	25.0
Lecture:	1 x 3 Hours Weekly
Other Requisite(s):	Admission: into Commerce Honours Program
The unit focuses on integration of marketing research and analysis with decision making. It consists of five parts - introduction to analytical decision making using PC spreadsheet models, measurement of market response to marketing instruments, analytical techniques for identifying consumer needs, perceptual mapping and strategic product positioning, market simulation analysis and other forecasting techniques, implementing of analytical market decision making.