Course Schedule and Catalog
Course Schedule - Fall Semester 2019
MGMT 707 002 (CRN: 14248)
ADVANCED MARKETING RESEARCH
Long Title: ADVANCED MARKETING RESEARCH
Department: Management
Instructor: Gopalakrishnan, Arun
Meetings:
1:30PM - 6:30PM S MCN 316 (26-OCT-2019 - 26-OCT-2019)
7:30AM - 12:30PM S MCN 316 (9-NOV-2019 - 9-NOV-2019)
1:30PM - 6:30PM S MCN 316 (23-NOV-2019 - 23-NOV-2019)
7:30AM - 12:30PM S MCN 316 (7-DEC-2019 - 7-DEC-2019)
Session: PMBA Second Year 6
Grade Mode: Standard Letter
Course Type: Lecture
Language of Instruction: Taught in English
Method of Instruction: Face to Face
Credit Hours: 1.5
Course Syllabus:
Course Materials: Rice Campus Store
Restrictions:
Must be enrolled in one of the following Program(s):
MBA for Professional Extended
MBA for Professionals
MBA for Professional Weekend
MBA - Executive Program
MBA
Must be enrolled in one of the following Level(s):
Graduate
Section Max Enrollment: 36
Section Enrolled: 8
Enrollment data as of: 3-OCT-2023 8:09PM
Final Exam: GR Course-Dept Schedules Exam
Description: In this course, we focus on a state-of-the-art method called conjoint analysis for learning consumer preferences that enables new product design, market share simulations, segmentation, targeting, and positioning using a quantitative approach. The course is project-based and students will form teams that will design a set of new product concepts using conjoint analysis, analyze survey data based on these concepts, and present a marketing plan for their chosen concept that includes segmentation, targeting, and positioning decisions along with the 4P's.