MKTG 343

Customer-Focused Product Marketing

Graduate School of Business

Recommended for route(s):

[ Transactional ] Business Law: Antitrust & Trade Regulation

General course Description:

The objective of this course is to understand customer preferences, perceptions, and behaviors for product planning (and, to some extent, pricing decisions). A dominant paradigm in the course is to conceptualize customers as choosing among products and services based on product positioning on multiple attributes/features. Methods for measuring customers' preference trade-offs, perceptions, and trial and repeat purchase behaviors are emphasized. Topics include: Conjoint Analysis (an approach to measuring the values customers place on various product features), and related methods; their use in determining benefit segments, and in evaluating alternative product and pricing decisions; methods for measuring and understanding customer perceptions and brand equity; simulated and real test markets for predicting the likely success of new products; and customer adoption of new product categories. This course is particularly appropriate for careers in marketing, management consulting, and product development and management. The course project is a critical part of the course requirement and is to be done by self-selected four-person teams. The project will involve "Conjoint Analysis" - an assessment of the values customers place on various attributes of a product or service. Each team will collect and analyze data from a sample of 40 respondents. The "product" can be industrial or consumer, durable or non-durable, product or service that is of interest to the team members. The course project teams will also participate in a brand competition.

Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law

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