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2012/2013  KAN-CM_SU4F  Marketing Decision Models (Intensive)

English Title
Marketing Decision Models (Intensive)

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
Intensive 3-week classes, 3-week project/home assignment. NOTE: The course schedule is at the moment ONLY available on www.cbs.dk/summer.
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Faculty - Jorge Ramon Pedroza
    Patricia Plackett - Department of Operations Management
Main Category of the Course
  • Marketing
Last updated on 23-04-2012
Learning objectives
  • Apply quantitative analysis for most marketing decision situations
  • Measure the profitability of marketing decisions
  • Understand the interaction of marketing decision variables in complex situations
  • Support marketing decisions with clear and concise arguments
Introduction to Marketing or equivalent, Introduction to Statistics or equivalent
Marketing Decision Models
Project/Home Assignment (Individually written), 15 A4 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Summer Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below

Project/Home Assignment (Individually  written), 15 A4 pages

Course content
Marketing decision models
Concept and measurement of customer value
Traditional segmentation methods
Behaviour based segmentation methods
Brand positioning analysis using perceptual maps
Consumer preference mapping
Sales forecasting methods
New product forecasting models
New product idea generation
Conjoint analysis for product design
Pricing analysis
Advertising resource allocation models
Sales force allocation methods
Sales promotion analysis
The development of marketing intelligence
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
Expected literature
Required Reading:
•Lilien, Gary, Arvind Rangaswamy and Arnaud De Bruyn, Principles of Marketing Engineering, 1st Edition, 2007, Trafford Publishing, ISBN 9781425113148
Suggested Readings:
•Lilien, Gary and Arvind Rangaswamy, Marketing Engineering, Revised Second Edition, Trafford Publishing, 2006, ISBN 978-1412022521
Last updated on 23-04-2012