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%