MKTG4120

Code	Course Offering	MKTG4120
Title	Long Course Title	Quantitative Marketing	數量巿場學
Overview	Long Description	Due to the recent advances in computer technology, marketers can now collect huge amounts of customer data and analyse them to support better decisions. The course focus is to apply popular multivariate statistical methods in marketing research. The course content mainly includes stochastic brand choice models, customer segmentation models, product positioning models. SAS programming will be introduced to implement the quantitative models. Pre-requisities: MKTG2010 and MKTG3010	隨著電腦科技的進步，營銷人員能搜集更多數據，並分析及應用在營銷決策。這科目的重點是應用多變量統計方法，以解決市場研究的問題。科目內容包括品牌選擇模型、顧客細分模型及產品定位模型。本科利用SAS軟件/語言來實現各種定量模型。