MBA 636 Mkt Decision-Mkg

A marketing manager must make decisions as new marketing challenges appear due to changing internal and external environments. Decisions may be made proactively or in response to the actions of competitors and others. In such circumstances, it is virtually impossible to devise a solution that will work in every situation. Since the stakes are high for a firm and the managers are increasingly required to be answerable for their actions and decisions, it is important for a manager to understand the tools and techniques that may be required to help him use a more scientific approach to decision making. This course explores the basis of scientific investigation. It introduces the student to the various steps required in this process including problem formulation, project planning and design, search for information, sampling, questionnaire design, data analysis, interpretation and reporting. Prerequisite: MBA 635.

Credits

3