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CAVE HILL HOME > Lifelong Learning > Courses > Postgraduate Modules > Market Analysis, Development & Forecasting

Postgraduate Modules

Postgraduate Modules

Market Analysis, Development & Forecasting

Overview

This course seeks to introduce students to a number of quantitative and analytical tools necessary in determining consumer/market demand. Students will learn the role market analysis plays in evaluating opportunities, determining supply balance and predicting market movements as part of risk analysis. They will also examine the methods used to forecast consumer behaviour, market share and sales (for production and inventory control).
 

What will I Learn?

On successful completion of the course students will be able to:

  • Obtain information on market needs, market trends and market characteristics;
  • Analyse information on market needs and market trends;
  • Communicate information on market needs and market trends;
  • Compare market strategies to determine the best strategy to use;
  • Analyse time series market data using relevant methods
  • Apply advanced methods for modelling customer, competitor and market behaviours;
  • Forecast financial market volatility using appropriate models (e.g. ARCH/GARCH models);
  • Apply quantitative marketing tools to improve forecasting ability.

Who Should do this Course

Important Information

Before a new product or service can be launched or new customers targeted, a firm must assess the size and demand for a particular product or service offering. This course therefore focuses on market analysis and market data gathering methods, means and techniques necessary in identifying market opportunities and developing specific market strategies for successful product development. Students will examine marketing strategies employed by organisations and will be trained in the quantitative techniques and analytical tools needed to understand and monitor consumer/market behaviour. This course will enhance their forecasting ability and market decision making skills.

The goals of this course are to:

  • Introduce students to the terminology and central principles of market analysis;
  • Enable students in conducting market analysis and the comparison and analysis of different market strategies;
  • Enhance students’ forecasting ability.

At a Glance

  • Admissions Term: 2021/2022 Summer
  • Registration: Open
  • Date: May 30th - July 8th, 2022
  • Time:
  • Duration: 36 hours
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: MKTG 6360
  • Capacity: 10
  • Cost:

The following topics/concepts/theories/issues will be addressed:
  • Introduction to market analysis
  • Terminology
  • Central principles
  • Market needs, trends, characteristics
  • Marketing strategies
  • Discrete choice analysis
  • Cluster analysis (segmentation)
  • Conjoint analysis
  • Time series analysis (sales forecasting)
  • Market response modelling
  • Market positioning & positioning analysis
  • Search-based market intelligence (e.g. Google Trends)
  • Website traffic analysis (e.g. Google Analytics)
  • New product introduction
  • Resource allocation & models

The course will be delivered through a mixture of interactive face-to-face lectures, in-class discussion of case studies and articles, and compulsory seminars. Laboratory sessions will also be used to provide students with hands-on experience in market forecasting using relevant software.

 
The course will be assessed as follows:
 
Coursework 100%

  • Group Assignments (2) –   20%
  • Case Analysis –                25%
  • Research Project –            25%
  • Individual Report –             30%