University of Alpha (UoA) and University of Sigma (UoS) are two tertiary institutions in an Australian city. The two universities directly compete with each other to deliver the International Master of Business Administration (IMBA) programs.

Facing intense competition in both domestic and international markets, the IMBA program director at UoA wants to increase the programs market share by recruiting more students. She has conducted an experiment of choice-based conjoint analysis and collected data from 1,500 respondents (Refer Date for Task 2). The alternatives in the questionnaire are presented in Table 1. 3

Currently UoS offers two IMBA programs with different course number and fee levels (Alternatives 2 and 5), whereas UoA offers only one program that consists of 16 courses at a cost of $35,000 per student (Alternative 4).

1. keep the current program (Alternative 4) without introducing any new program;

2. Introduce a new program to replace the current program (Alternative 4);

3. introduce a new program and keep the current program (Alternative 4);

and 4. introduce two new programs concurrently and remove the current program (Alternative 4).

Based on your estimations of the changes in market shares, could your team recommend the most potentially profitable and realistic option for UoA? (No need to consider running costs).

Table1: The alternatives in the Conioint Analysis Experiment b: UoS' existing program To generate an informed report for the IMBA program director at UoA, your team leeds to: (a) Calculate the utility (partworths) and covert the utility (partworths) to dollar values for a UoA brand and 18 courses. Comment on your results. (b) Estimate the market shares (choice probabilities) of the eight alternatives and discuss the limitations of the conjoint analysis technique in market shares estimation. (c) Assume that UoA can only offer up to two programs in the market. Accordingly, UoA has four options: Table1: The alternatives in the Conioint Analysis Experiment b: UoS' existing program To generate an informed report for the IMBA program director at UoA, your team leeds to: (a) Calculate the utility (partworths) and covert the utility (partworths) to dollar values for a UoA brand and 18 courses. Comment on your results. (b) Estimate the market shares (choice probabilities) of the eight alternatives and discuss the limitations of the conjoint analysis technique in market shares estimation. (c) Assume that UoA can only offer up to two programs in the market. Accordingly, UoA has four options