Marketing creates value for customers by identifying and fulfilling customers’ needs. The goal of this module is to delineate the means of fulfilling...

Marketing creates value for customers by identifying and fulfilling customers’ needs. The goal of this module is to delineate the means of fulfilling these wants and needs.

Creating this value requires that managers must effectively:

Assess marketing opportunities by analysing customers, competitors, and their own company (the 3 C’s); and

Design effective marketing programs to capitalise upon these opportunities by selecting appropriate strategies for pricing, promotion, place, and product (the 4 P’s).

Accordingly, the first part of the module is organised around these three C’s and four P’s, and prepares students to create marketing strategies that concurrently address all of these points with data-driven approaches.

The marketing research element is broadly structured to follow the steps in the marketing research process. Different types of research designs, techniques of data collection, and data analysis are covered. Emphasis is on the interpretation and use of results rather than on mathematical derivations. Marketing research methods will be taught within the context of case studies and interspersed with theory in consumer behaviour research. Topics covered in the marketing research element include problem definition, research design, data collection methods, questionnaire design and measurement, sampling schemes, data analysis, and modelling. Emphasis will be given to both the qualitative and quantitative aspects of marketing research; some physiological methods for consumer research will also be introduced, such as Eye-Tracking, Face Reading, EEG, fMRI, IAT, etc.

MATHEMATICS|COSMOLOGY|COSMIC MATTER|DENSITY PARAMETERS|THE BIG BANG MODEL|OBSERVATIONS IN EXPAN

Cosmology studies the history and the structure of the universe. Observations show the homogeneity and isotropy of the universe on large scales. For the...