AMS3327 - Marketing Engineering

Year of Study:3 - 4
Credit Units: 3
Duration: 45hours
Prerequisites: AMS2320 Business Regression Analysis and AMS3323 Survey Sampling; or with the
Instructor’s permission and upon endorsement of the relevant Chairperson or Programme
Module Description
This module aims to provide students with an understanding of the role of analytical
techniques and methodologies in the marketing process including problem formulation,
survey design, data collection and analysis, and report writing. Major topics include
market segmentation and targeting, positioning, and new production decisions. Statistical
techniques for analysing such topics and ethical issues are emphasized. In addition,
students have the opportunities to apply marketing research techniques together with
information technology to analyse real-life problems. Students are also required to present
their findings to their peers and professors in a professional manner.
Learning Outcomes
Upon completion of this module, students should be able to:

  1. understand the concepts and role of marketing research and make use of
    statistical techniques and methodologies for analysing marketing data;

  2. apply marketing decision and response models;

  3. apply statistical methods for segmentation, positioning and new product
    design; and

  4. solve a business problem with/without the use of statistical software
    packages, and work effectively in a team and solve problems logically,
    analytically, critically and independently.