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May 17, 2024
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MKTG 6273 - Customer Value and Pricing Analytics
Credits: 2
Delivering customer value is an important objective for long-run market success. To deliver value, however, requires that the firm understands the extent to which the quality it delivers is aligned with the price it charges. This course focuses on methodologies that will allow firms to better understand the importance consumers place on product and service features and the role of price in driving customer value. In this hands-on course, students become comfortable in using a variety of trade-off protocols and in designing conjoint and choice model experiments, and they gain a firm understanding of how to design, implement, and analyze conjoint and choice studies and how to use simulators that provide a platform for analyzing current and future product and pricing decisions. Students also become familiar with the primary commercially available software for implementing these modeling techniques. Prerequisite: Enrollment in the M.S.B.A. program.
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