The purpose of this course is to provide the conceptual frameworks and decision tools required for the success in both technology-based and non-technology-based markets: the student learns to define and select specific customer segments; to monitor the business environment for both opportunities and threats, with particular attention to the ever changing technological and global context; and to develop marketing strategies for serving each targeted customer segment profitably. Although this course introduces the student to the basic theory and analytical methods characterizing modern marketing practice, there is an emphasis on both the marketing of technology products/services as well as the impact of technology on the general practice of marketing. Students are required to present both detailed marketing plans and several rigorous case analyses.
This course exposes students to the entire marketing research process, from the problem formulation stage (at the very beginning) to the research findings report (at the very end). This objective is achieved in two ways: in the classroom, where the approach is one of discussion, lecture, and in-class exercises; and in the real world, where students are required to work closely with an actual business client on a marketing research project concerning an actual product or service.(The instructor assists the students in securing a business client.) During the course, the topics covered include: the marketing research process and problem formulation, research design, primary data collection, data collection forms, attitude measurement, sampling procedures, sample size, collecting the data, data analysis interpretation of results, and the final research report. The course builds heavily on the statistical foundation laid down during the prerequisite BT221 Statistics. A statistical package (SPSS) will be used during the analysis stage of the research process.
This course provides students with an understanding of the use of statistical methods as applied to business problems, in general, and to marketing research applications in particular. Topics include: descriptive statistics; probability theory, discrete and continuous probability distributions; sampling theory and sampling distributions; interval estimation; hypothesis testing; statistical inference about means, proportions, and variances; tests of goodness-of-fit and independence; analysis of variance and experimental design; simple and multiple regression; correlation analysis. This course has been developed with particular attention to the specific statistical foundation required by students enrolling in BT214 Marketing Research the next term. A statistical package (SPSS) will be used throughout the term.
Research & Education
B.A. Columbia University
M.Phil. Columbia University
Ph.D. (1987) Columbia University
Achievements & Professional Societies
Member, Institute for Operations Research and Management Science
Member, American Marketing Association
Member, Association for Consumer Research
Dennis J. Scotti, Robert N. Stinerock. (2003). "Cognitive Predictors of Satisfaction with Hospital Inpatient Service Encounters Among the Elderly: A Matter of Trust", Journal of Hospital Marketing and Public Relations, 14 (2).