MKTG 9008:Marketing Strategy and Analytics

3 Class Hours 0 Laboratory Hours 3 Credit Hours
Prerequisite: Admission into the PhD in Business Administration Program.
Marketing strategy is concerned with planning and deployment of resources to achieve marketing objectives in a target market. It involves analysis and decision-making regarding marketing goal setting, target market selection, desired positioning as well as resource allocation. The fundamental goal is to achieve and maintain a fit between the organization and its changing environment. Marketing strategy research involves a variety of analytic techniques including cluster analysis for market segmentation, individual choice modeling and conjoint analysis for pricing and brand development and multidimensional scaling and correspondence analysis for brand positioning.