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2013/2014  KAN-CM_SU4F  Marketing Decision Models

English Title
Marketing Decision Models

Course information

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
Course coordinator
  • Course instructor - Jorge Ramon Pedroza
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Marketing
  • Statistics and mathematics
Last updated on 22-07-2013
Learning objectives
At the end of the course the student should be able to:
  • 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
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.
4 hour written exam:
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Aids allowed to bring to the exam Limited aids, see the list below and the exam plan/guidelines for further information:
  • Additional allowed aids
  • Allowed dictionaries
  • Books and compendia brought by the examinee
  • Notes brought by the examinee
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure
Dictionaries, textbook and notes are allowed. Students will  be allowed to upload electronic files from USB BEFORE the exam
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.
Course Content:
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 

The course's development of personal competences:
Competences to be developed in the course:

  • Students should acquire the ability to justify marketing decisions from a top management perspective.
  • Analytical quantitative skills are expected to developed among future marketing managers.
  • Decision making abilities should be exerted through case based discussions with statistical foundations.
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.
Expected literature
Required Reading:

Lilien, Gary, Arvind Rangaswamy and Arnaud De Bruyn, Principles of Marketing Engineering, 2nd Edition, 2012, DecisionPro Inc, ISBN-10: 0985764805, ISBN-13: 978-0985764807
Marketing Engineering Cases, www.mktgeng.com
Marketing Engineering Software Tutorials, www.mktgeng.com
Marketing Engineering Technical Notes. www.mktgeng.com

Suggested Readings:
Lilien, Gary and Arvind Rangaswamy, Marketing Engineering, Revised Second Edition, Trafford Publishing, 2006, ISBN 978-1412022521 
Last updated on 22-07-2013