Multivariate analysis is the basic and essential course in the field of marketing science. To understand the phenomena of marketing environments and the continuously changing behaviors of consumers, marketing academicians and professionals must be capable of foreseeing and determining the driving forces that shape and motivate the environments. Careful observations and intuitive analysis may achieve this goal in the early ages. However, it cannot be done in the contemporary world without the advanced statistical techniques of multivariate analysis due to the nature of complication and variation of the modern marketing environments. Course grading includes midterm exam (35%), final exam (40%), article presentation (10%), and participation (15%).