Computer Applications in Marketing
College of Business Management
e-Commerce and Marketing Specialization
Course Syllabus
Course Name: Computer Applications in Marketing Course Code: MKT 303
Course Pre-requisites: MGT 200, MKT 204 Credit hours: 3
Course Co-requisites: Course Status : Compulsory
Course Description:
The course represents an attempt to explore the potential of certain computerized statistical packages and programmes in summarizing, organizing, interpreting and analyzing marketing data, in addition to the use of a host of advanced statistical packages in predicting specific marketing phenomena.
Course Learning Outcomes:
At the end of the course, students will:
Understand the major theoretical marketing frameworks and use computer softwares to aid in decision making for marketing problems.
Apply certain computerized statistical packages to predict specific marketing
phenomena.
Enhance their analytical skills of understanding specific marketing problems and data.
Evaluate marketing problems with quantitative data in business situations and provide solutions.
Course Outline:
Week 1
Role of Marketing Research in Management Decision Making
Q1, ME
Week 2
Careers in Marketing Research and Marketing Research Ethics
Q1, ME
Week 3
Problem Definition, Exploratory Research, and the Research Process
Q1, ME
Week 4
Secondary Data and Databases
Week 5
Qualitative Research
Activity 2, ME
Week 6
Survey Research
Week 7
Primary Data Collection: Observation
Week 8
Primary Data Collection: Experimentation
Q2, FE, Activity 3
Week 9
Concept of Measurement and Attitude Scales
Q2, FE, Assignment
Activity 1
Week 10
Questionnaire Design
Q2, FE, Activity 2
Week 11
Basic Sampling Issues
Q3, FE
Week 12
Sample Size Determination
Week 13
Data Processing,