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Provides students with the state of the art, but practical computer assisted approaches to such current marketing issues as segmentation and targeting, market measurement, strategic marketing analysis and planning, product positioning, new product development, Adverting and promotion planning and budgeting, pricing and distribution strategy, customer satisfaction, and post-purchase management. The computer assisted approaches include choice-based segmentation, attribute/similarity based perceptual mapping, multidimensional scaling, product portfolio, conjoint analysis, new product diffusion, Advertising response, market/sales response and pricing. This course emphasizes active participation. Each approach entails software implementation and a business case whose resolution can be enhanced through the use of the software.