Singapore University of Social Sciences

The objective of MKT552 Marketing Engineering is to demonstrate students the benefits of using a systematic and analytical approach to marketing decision-making, and to build their skills and confidence in undertaking such analyses in decision making process. An analytical approach will enable the students to acquire research techniques that provide more detailed insights into customer behaviour. The students will learn how to link changes in marketing activities of the firm to alter customer behaviour and to assign a monetary value to these shifts in customer behaviour. By completing this course, the students will be well on their way to make the ROI case for marketing expenditures that companies are increasingly asking of their executives. The course is designed for students who have extensive understanding of marketing research and marketing principles, and who know or are prepared to learn to use statistical software such as MEXL. Using market related exercises tied to computer based software; students will develop marketing plans in varying decision contexts.