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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 Arts, Humanities and Social Sciences
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 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.

Introduction to Course
Marketing Metrics
Model Building
Media Selection
Linear Programming
Customer Relationship Management
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 for the class related to the topics introduced in lectures, engage in assessed 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
High Demand Course? Yes
Course Delivery Information
Not being delivered
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 (2017), Key Marketing Metrics (2nd Edition), Financial Times Prentice Hall: Harlow. ISBN: 9781292212470
Introduction to Management Science: Quantitative Approaches to Decision Making D.R. Anderson, D.J. Sweeney, T.A. Williams, M. Wisniewski and X. Pierron (2017), Introduction to Management Science: Quantitative Approaches to Decision Making (3rd Edition), Cengage. ISBN: 9781473729322
Additional Information
Graduate Attributes and Skills Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:

Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.

Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.
Course organiserProf Tom Archibald
Tel: (0131 6)50 4604
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
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