Postgraduate Course: Marketing Decision Analysis (CMSE11120)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 15 |
| Home subject area | Common Courses (Management School) |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | 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. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | None |
| Displayed in Visiting Students Prospectus? | No |
Course Delivery Information
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| Delivery period: 2011/12 Semester 1, Available to all students (SV1)
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WebCT enabled: Yes |
Quota: None |
| Location |
Activity |
Description |
Weeks |
Monday |
Tuesday |
Wednesday |
Thursday |
Friday |
| No Classes have been defined for this Course |
| First Class |
First class information not currently available |
| Exam Information |
| Exam Diet |
Paper Name |
Hours:Minutes |
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| Main Exam Diet S1 (December) | Marketing Decision Analysis | 2:00 | | |
Summary of Intended Learning Outcomes
A. Knowledge and understanding of
* the range of marketing metrics and performance measures used to measure the value of products, customers and distribution channels;
* the challenges and influences involved in decision making using management science techniques, including budget allocation;
* how to build and analyse simple models using break-even analysis, decision trees and simulation;
* the uses and limitations of marketing metrics and decision analysis tools;
* the capabilities of computer software in decision analysis.
B. Intellectual skills
Students will develop:
* the ability to select appropriate performance measures and metrics to measure the efficiency and effectiveness of marketing activities;
* the ability to select appropriate methods to model and analyse marketing activities;
* the ability to interpret quantitative results.
C. Professional/Subject specific/Practical skills
Students will gain:
* the ability to model and assess the performance of certain marketing actions and strategies;
* the ability to make recommendations on how to improve certain marketing metrics;
* the ability to understand, speak and write the language of marketing metrics and decision analysis modelling.
D. Transferable skills
By the end of the course students will be expected to:
* be able to communicate technically complex issues coherently and precisely;
* be able to use computer software packages in the analysis of marketing/business decisions;
* have acquired lifelong learning skills and personal development so as to be able to work with self-direction.
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Assessment Information
| Assessment of this course is through an exam (weighted 70%) and an assignment (weighted 30%). The degree exam will be in the December diet of examinations. |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Tom Archibald
Tel: (0131 6)50 4604
Email: T.Archibald@ed.ac.uk |
Course secretary | Ms Genevieve Whitson
Tel: (0131 6)51 5671
Email: Genevieve.Whitson@ed.ac.uk |
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