Firms today have access to more data about the environment and consumer behavior than ever before. Managers then are in a better position to improve marketing decision making. The goal of this course is to help students develop the expertise to analyze market data, identify marketing opportunities, and develop marketing operational plans. Using market simulations and related exercises tied to PC-based computer software, students will develop problem-solving skills for various marketing problems.

Major aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness. Prerequisite: MARK112

Psychological concepts such as perception, learning and motivation, sociological concepts such as reference groups, family and culture and theories of purchase decision processes underlying consumer buying behavior. Prerequisite: MARK112

Understanding the formulation of international/multinational marketing strategy; factors influencing international trade, assessment of market potential, threats and opportunities in the international market environment, global marketing activities. Prerequisite: MARK112

For year 3 students only. This course covers both normative and psychological aspects of decision making with specific reference to marketing decisions. The topics include utility and value assessment, and biases in choices and judgments. Background: MARK242 Prerequisites: MARK112 and ISOM111