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Jul 27, 2024
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MKTG 6223 - Understanding What Customers Value
Credits: 2
Determining what is valued by customers is perhaps the most important issue facing marketing managers. Recently, conjoint and choice models have become popular techniques to help marketing mangers understand what customers value in terms of the importance placed on specific product features and services. The course includes a variety of preference models used by brand managers and marketing analysts to give students hands-on experience with conjoint and choice modeling techniques, and examines these marketing decisions using a combination of lectures, cases, and exercises. Prerequisite: MKTG 6201 or enrollment in the M.S.B.A. program.
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