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 |
Not entered
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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 |
Course Delivery Information
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| Academic year 2014/15, 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 |
Not entered |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S1 (December) | Marketing Decision Analysis | 2:00 | |
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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Reading List
S. Christian Albright and Wayne L. Winston Management Science Modeling (International Edition of 4th Edition), Cengage Learning.
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 |
Not entered |
| Keywords | MDA |
Contacts
| Course organiser | Dr Tom Archibald
Tel: (0131 6)50 4604
Email: T.Archibald@ed.ac.uk |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: Ashley.Harper@ed.ac.uk |
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