Marketing Analytics for Strategic Decision Making (M20018)

General information

Type:	OB	Curs:	1	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
	Ana Valenzuela Martínez	Marketing	ENG

Group	Teacher	Department	Language
Sec: A	Ana Valenzuela Martínez	Marketing	ENG

Group	Teacher	Department	Language
Sec: B	Ana Valenzuela Martínez	Marketing	ENG

Group	Teacher	Department	Language
Sec: C	Ana Valenzuela Martínez	Marketing	ENG

Your final grade will be based on individual work (65%) and group work (35%). Note that you need to pass (i.e., a score of 50% or greater) the individual component in order to pass the module as a whole.

Marketing Analytics is the art and science of developing and utilizing marketing decision models to plan, implement, and analyse marketing strategies and tactics.

Ever-changing marketplaces and the related computing environment are making an impact on the structure and content of the marketing manager's job. Concurrently, marketing is so rapidly evolving that it is no longer based on its conceptual content alone. Even though many still see traditional marketing as an art, the new and emerging landscape increasingly looks like engineering, by combining art and science effectively to solve marketing problems.

With this in mind, the third marketing module of the core MBA curriculum introduces useful analytical frameworks and approaches for making decisions about the most important marketing issues faced by organisations: Identifying markets. Generating Demand. Capturing Value from Consumers. Managing the Value Stream.

Marketers need more than concepts to fully make use of varied rich information available to them. Therefore, this module is designed to help students move from qualitative marketing to quantitative marketing.

Using quantitative marketing cases and related exercises, students will develop analytical competence to make decisions in various contexts. Specifically, this module will introduce a wide variety of quantitative metrics and models to improve marketing decision making in such areas as sales forecasting, customer segmentation/targeting, product/brand positioning, price, and promotion. This is a heavily number oriented module that analyzes data and interprets analytical results. It should be understood that data analysis and result interpretation are two primary ways to understand marketing phenomena and solve marketing problems.

Specifically, the module objectives are to:
- Understand how analytical techniques and quantitative models can enhance decision-making by converting data and information to insights and decisions.
- Learn to view marketing phenomena and processes in ways that are amenable to quantitative analysis
- Exposure to a number of examples of the successful use of marketing analytics

1. Session 1: Market (1) Assessing Opportunities

2. Session 2: Market (2) From Consumer Insights to Market Demand (Market Testing)

3. Session 3: Customer (1) Capturing Value (Pricing)

4. Session 4: Customer (2) Managing Value (Customer Relationship Management)

5. Session 5: Marketing Mix. Metrics and Testing for ROI.

As is the case in the core marketing management course as a whole, class sessions involve a combination of case study discussions, group exercises, and lectures. The goal of any case study discussion or exercise is to examine important marketing concepts across a range of settings and to practice making marketing decisions based on sound qualitative and quantitative data. The lectures are intended to complement this work by presenting relevant frameworks, analytical techniques, practical insights, and additional examples.

Note that there is no physical binder or required textbook. All of the case studies, required readings, and other handouts can be found on Moodle. Additional materials such as lecture slides will be posted as the module progresses. Remember also that the teaching staff (professors and teaching assistants) is available to support your learning needs; therefore do not hesitate to contact us with questions or requests. We will do our best to help.

Group	Teacher	Department
	Ana Valenzuela Martínez	Marketing

Group	Teacher	Department
Sec: A	Ana Valenzuela Martínez	Marketing

Group	Teacher	Department
Sec: B	Ana Valenzuela Martínez	Marketing

Group	Teacher	Department
Sec: C	Ana Valenzuela Martínez	Marketing