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DEGREE REGULATIONS & PROGRAMMES OF STUDY 2017/2018

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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Decision Analysis (CMSE11120)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThis 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 modelling approaches for marketing decision analysis and illustrate the central role of marketing decision analysis and its relevance to business.

Syllabus
Introduction to Course
Marketing Metrics
Model Building
Media Selection
Linear Programming
Simulation
Customer Relationship Management
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, prepare reports and presentations for the class related to the topics introduced in lectures, engage in assessed individual and group work relevant to the study of marketing decision analysis, learn to identify material relevant to the course, assimilate knowledge through independent reading and research, and undertake critical reflection on their own learning.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites 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-requisitesNone
High Demand Course? Yes
Course Delivery Information
Academic year 2017/18, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 16, Seminar/Tutorial Hours 6, Formative Assessment Hours 10, Summative Assessment Hours 22, Revision Session Hours 1, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 92 )
Assessment (Further Info) Written Exam 70 %, Coursework 30 %, Practical Exam 0 %
Additional Information (Assessment) Course performance will be based on group coursework and a degree examination at the end of Semester 1. All sections of the course are examinable in the degree examination. The coursework takes the form of a 3000 word (excluding bibliography and appendices) report of the findings of research undertaken by the group on an issue related to marketing decision making. The research is expected to review relevant literature on the topic and relate this to practical examples.

Group reports must be submitted by 4pm on Thursday 13 October 2016.

Assessment is based on the level of knowledge, understanding and critical analysis of the topic. Excellent performance will demonstrate the ability to draw on relevant literature to support a critical account of the topic and to compare and contrast this analysis with practical situations. Good performance will demonstrate good knowledge and understanding of the main concepts, a good appreciation of the wider context and the ability to link theory to practice.
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.

Formative feedback on group reports on (1) Metrics, (2) Modeling, (3) Media selection, (4) CRM and (5) Pricing will be provided within 2 working days of submission. Formative feedback on group presentations on one of these topics will be provided at the same time.
Formative feedback on group presentations on the coursework will be provided within 5 working days.
Feedback on the group reports will be provided within 15 working days of submission.
Examination feedback will also be provided.
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S1 (December)Marketing Decision Analysis2:00
Learning Outcomes
On completion of this course, the student will be able to:
  1. Define, explain and critically discuss a range of marketing metrics and performance measures used to measure the value of products, customers and distribution channels
  2. Explain and build simple models to support marketing decisions
  3. Critically discuss the uses and limitations of marketing metrics and modelling approaches
  4. Synthesise and critically assess the literature on the use of metrics and models to aid marketing decision making
Reading List
P.W. Farris, N.T. Bendle, P.E. Pfeifer and R.J. Reibstein (2009), Marketing Metrics (European ed.), Financial Times Prentice Hall: Harlow.

S.C. Albright and W.L Winston (2011), Management Science Modeling (International Edition of 4th Edition), South Western.
Additional Information
Graduate Attributes and Skills By the end of this course, students will be able to:

- Critically assess the use of metrics and models to aid marketing decision making;

- Select appropriate metrics to measure the effectiveness of marketing activities;

- Identify and develop simple models to analyse marketing strategy;

- Interpret and communicate quantitative data and results;

- Collect, analyse and synthesise relevant information to explain and illustrate the role of metrics and modelling in marketing decision making.
KeywordsMark-MDA
Contacts
Course organiserDr Tom Archibald
Tel: (0131 6)50 4604
Email:
Course secretaryMiss Ashley Harper
Tel: (0131 6)51 5671
Email:
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