What Customer Value Essay

1302 Words Nov 2nd, 2013 6 Pages
Southern Methodist University
Cox School of Business

MKTG 6223-021
Analytic Methods for Understanding What Consumers Value
195 Crow
Thursdays 2-4:50 pm
Spring 2011

Professor William R. Dillon
210A Fincher
Email: bdillon@mail.cox.smu.edu
Office Hours: Thursday 1-2 pm and by appointment

Course Description

Determining what is valued and the importance of product features and service offerings is perhaps the most important issue that marketing managers face. Recently, conjoint and choice models have become popular techniques to help marketing managers understand what customers value. The objective of this course is to expose the student to a variety of preference models used by brand managers and
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