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

Prerequisite

Introduction to Marketing or equivalent, Introduction to Statistics or equivalent

Examination

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