This course describes theoretical and empirical models used to analyze marketing management issues in the areas of product introduction and positioning, pricing, advertising, and distribution channels. The theoretical structure in the course comes from microeconomics of firm and consumer decision making, with special consideration of competitive issues analyzed with game theory and some applications of control theory. The empirical work draws from conjoint analysis, choice modeling, and multivariate techniques. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.