This course aims to provide students with an understanding of the role of analytical techniques and computer models in enhancing marketing decisions in modern enterprises. Successful examples of marketing engineering as well as a software toolkit for the decision-making process will be provided. Ethics in marketing decision making will be emphasized. The focus is to foster and enhance students' skills in making IT-intensive marketing decisions.

Examination

Students will be assessed via the examination for their understanding of concepts learned in class, textbooks, reading materials and their ability to apply subject-related knowledge.

Regulation of the course:

Students need to meet the attendance requirement of the Dept. of Marketing for the completion of the course.