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Thunder Bay • Orillia

Graduate Courses in the Faculty of Business Administration - Seminar in Marketing

Business 5054 Seminar in Marketing
Introduces the students to recently developed methodologies and management science models for improving marketing-decision effectiveness. Model development and scientific process as applied in marketing decision-making is emphasized. After an introduction to the role of models in analyzing and solving marketing problems, the seminar covers the major scientific tools for structuring marketing problems in quantitative model form and the calibration of such models. Micromarketing decision models that incorporate the individual elements of the marketing mix are reviewed, including marketing planning models that are integrated for marketing-mix decisions, product line planning and market structure analysis. The concept and application of a marketing decision support system will be developed.
Credit Weight: 0.5