2013/2014 KAN-CM_SU4F Marketing Decision Models
English Title | |
Marketing Decision Models |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | Summer |
Course period | Summer
Please check www.cbs.dk/summer for the course schedule. |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for MSc in Economics and Business
Administration
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 22-07-2013 |
Learning objectives | |||||||||||||||||||||||
At the end of the course the student
should be able to:
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Course prerequisites | |||||||||||||||||||||||
Introduction to Marketing or equivalent, Introduction to Statistics or equivalent | |||||||||||||||||||||||
Prerequisites for registering for the exam | |||||||||||||||||||||||
Compulsory assignments
(assessed approved/not approved)
Mandatory Mid-term Assignment: Written assignment of 2-3 pages for one of the cases presented in class. |
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Examination | |||||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||||
This course aims to provide the student quantitative tools to
analyse the impact of marketing managerial decisions, in order to
explain the profit impact of marketing decisions on the overall
performance of the organisation.
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Teaching methods | |||||||||||||||||||||||
The course is basically a workshop in
which lectures are combined with case analysis. Each technique will
be explained in class and a case for its application will be
discussed. Textbook readings will be assigned for each session, and
it is expected that the student will cover these materials prior to
class, in order to facilitate the understanding of the lecture and
the case. Student teams will use their computers during class to
run software associated to each lecture and case.
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Students are expected to present a one page description of a marketing decision to be made by a major global company. This short essay should describe the company on a brief paragraph, its current marketing situation, and a clear definition of a decision the company faces today. It could be the launch of a new product, the refinement of an old one, a pricing strategy, a distribution problem, or the launch of a promotion program, among many other marketing dilemmas companies face in day to day practice of management. In this short essay the student should propose a solution, making clear the fundamentals of the proposal. The emphasis should be on the methodology used to arrive to the decision. At the end of the course the student will review this first essay and compare it to the approach taken to decide after taking the course. |
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Expected literature | |||||||||||||||||||||||
Required Reading:
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