This innovative course examines the way organisations can use information to improve their marketing efforts - to make more informed decisions about positioning and segmentation, sales resource allocation, ad copy design, pre-test market modelling, new product diffusion, and so forth. The most popular and useful techniques found in marketing today are studied, including choice models, conjoint analysis, perceptual maps, neural networks, and multivariate techniques. These are illustrated with cases based on real situations in which organisations must make tough practical decisions. Students who complete this course will be conversant with modern methods of analysis and decision-support in marketing, and have a distinct edge in the labour market. Access to a computer is required.