Postgraduate Course: Marketing Decision Analysis (CMSE11120)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This course aims to introduce students to the theoretical frameworks and tools used in marketing decision analysis. Students will earn an appreciation of the range of marketing metrics available to aid in the development and evaluation of marketing strategy as well as how to use basic modelling techniques to support marketing decision-making and planning. The course will also introduce students to basic computer software support for marketing decision analysis and the use of management science techniques through worked examples examining common marketing problems and decisions. |
| Course description |
This course aims to introduce the student to the theory and practice of marketing decision analysis, build a comprehensive knowledge and understanding of the relevant literature on marketing decision analysis, develop a critical appreciation of the existing research into marketing decision analysis and illustrate the central role of marketing decision analysis and its relevance to business.
Syllabus
Introduction
Marketing Metrics
Media Selection & Linear Programming
Simulation & Customer Relationship Management
Guest Lecture
Pricing & Supply Chains
Student Learning Experience
Students will participate in lectures where they will be introduced to key ideas and concepts relevant to the study of marketing decision analysis, participate in discussion both inside and outside of the classroom, undertake assigned exercises and tasks that reflect concepts discussed in class, engage in assessed individual and group work relevant to the study of marketing decision analysis, assimilate knowledge through independent reading and research, learn to access material relevant to the course and undertake critical reflection on their own learning.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2015/16, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 15,
Supervised Practical/Workshop/Studio Hours 5,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
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| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Course performance will be based on a group project and a degree examination at the end of Semester 1. All sections of the course are examinable in the degree examination. Overall assessment will be based upon: Group report 30% Degree examination 70% TOTAL 100% The group report takes the form of a 3000 word (excluding bibliography and appendices) report of the findings of research undertaken by the group on the project topic. |
| Feedback |
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year.
Feedback will comprise informal feedback on group tasks and presentations, feedback on group presentations, feedback on group reports and examination feedback. |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S1 (December) | Marketing Decision Analysis | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Overarching Learning Outcomes: Define,explain and critically discuss a range of marketing metrics and performance measures used to measure the value of products, customers and distribution channels
- Explain and build simple models to support marketing decisions
- Critically discuss the uses and limitations of marketing metrics and modelling approaches
- Critically assess the use of metrics and models to aid marketing decision making
- Interpret and communicate quantitative data and results
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Reading List
C T Ragsdale (2011), Managerial Decision Modeling (International Edition), South Western.
P.W. Farris, N.T. Bendle, P.E. Pfeifer and R.J. Reibstein (2009), Marketing Metrics (European ed.), Financial Times Prentice Hall: Harlow.
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Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
On completing this course, students will be able to:
- Critically assess the use of metrics and models to aid marketing decision making;
- Interpret and communicate quantitative data and results.
Subject Specific Skills
By the end of this course, students will be able to:
- Identify and apply appropriate metrics to measure the effectiveness of marketing activities;
- Identify and develop simple models to analyse marketing strategy;
- Collect, analyse and synthesise relevant information to explain and illustrate the role of metrics and modelling in marketing decision making.
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| Keywords | Mark-MDA |
Contacts
| Course organiser | Dr Tom Archibald
Tel: (0131 6)50 4604
Email: |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: |
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