Analytical Marketing MGT5005

To give students experience of dealing with realistic examples of marketing situations and to provide students with the experience in thinking logically about different sets of data and information.

Session 1. Marketing Policy: discussion of analytical marketing problems related to new marketing concepts.

Session 2. Marketing Research, Market Forecasting, Consumer Behaviour, Segmentation and Positioning: discussion of analytical marketing problems related to demographic profiling.

Session 3. Managing the marketing mix - Product and Pricing: discussion of analytical marketing problems related to Gender Segmentation.

Session 4. Managing the marketing mix - Promotion Mix, Internet Marketing and Distribution: discussion of analytical marketing problems related to Biographics

Session 5. International Marketing and Marketing Futurecast: discussion of analytical marketing problems related to retrospective Branding and New Product Development.

Session 6. Syndicate Case Study Presentations and assessment of presentation (by staff) and individual contributions (by peers).

Good Honours degree in business and management or equivalent (including engineering or science graduates provided business subjects are included in degree study); prior work experience is encouraged but not required.

Individual assignment (2500 words) solving an analytical problem.