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Faculty
Jorge Ramon Pedroza, Tecnológico de Monterrey

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

Introduction to Marketing or equivalent, Introduction to Statistics or equivalent

Course content, structure and teaching

• Marketing decision models
• Concept and measurement of customer value
• Traditional segmentation methods
• Behaviour based segmentation methods
• Brand positioning analysis using perceptual maps
• Consumer preference mapping
• Sales forecasting methods
• New product forecasting models
• New product idea generation
• Conjoint analysis for product design
• Pricing analysis
• Advertising resource allocation models
• Sales force allocation methods
• Sales promotion analysis
• The development of marketing intelligence

The course's development of personal competences

• Analytical thinking through application of quantitative methods to case analysis
• Decision making abilities through scenario analysis

Learning Objectives

• Apply quantitative analysis for most marketing decision situations
• Measure the profitability of marketing decisions
• Evaluate alternative scenarios for marketing decision making
• Understand the interaction of marketing decision variables in complex situations
• Support marketing decisions with clear and concise arguments

Teaching methods

The course is basically a workshop in which lectures are combined with case analysis. Each technique will be explained in class and a case for its application will be discussed. Textbook readings will be assigned for each session, and it is expected that the student will cover these materials prior to class, in order to facilitate the understanding of the lecture and the case. Student teams will use their computers during class to run software associated to each lecture and case.

Examination

Final exam: 4-hour written exam (open book)

Exam aids: Class notes

Re-take exam: 24-hour written exam

Recommended literature

Lilien, Gary, Arvind Rangaswamy and Arnaud De Bruyn, Principles of Marketing Engineering, Trafford Publishing, 2007, ISBN 978-1425113148

Suggested Reading:

Lilien, Gary and Arvind Rangaswamy, Marketing Engineering, Revised Second Edition, Trafford Publishing, 2006, ISBN 978-1412022521

Last updated by ISUP Secretariat 28/01/2010