Marketing Engineering

2019-2020

Course Objective

In this course you will learn specialized quantitative methods and
techniques that can be used for market analyses. The methods are chosen
based on the fact that they are commonly used in practice. You also
learn to translate the results from these methods into concrete
recommendations for business (Bridging Theory and Practice - Knowledge,
Academic and Research Skills, Bridging Theory and Practice -
Application). You learn how academic concepts and models are used in
practice (Academic and Research Skills) and how knowledge from previous
marketing courses (i.e. Marketing I and II), such as segmentation and
pricing, can be applied to other problems and in different contexts
(Academic and Research Skills).

After successfully completing this course:
- you can explain what is understood by demand analysis;
- you can explain what is meant by segmentation;
- you can explain and apply product optimization and pricing;
- determine the size of advertising budgets;
- you can explain how product portfolios are maintained;
- you can interpret results from market analysis, and translate them
into specific recommendations.

Course Content

How can we determine the needs and wants of consumers? Which product
should we set in the market? And what is the optimal price for this
product? How do we set the advertising budget and maintain our product
portfolio? We analyze these questions analytically during the course
Marketing Engineering. Marketing Engineering is a "hands on" course in
which we discuss the concepts that were discussed in the earlier
marketing courses in a practical way. In the course the common thread
for applying the concepts is the introduction of a new product. Starting
from the research phase, to the design phase, and finally how we best
set (and keep) the product in the market.

Teaching Methods

Lectures.
(Interactive) instruction lectures (using the computer).

Method of Assessment

Assignments (in groups).
Exam with open questions (individual).

Literature

Recommended literature:
Lilien, Gary L., Arvind Rangaswamy and Arnaud De Bruyn (2013),
Principles of Marketing Engineering and Analytics, Third Edition,
DecisionPro, Inc. ISBN: 9780985764821

Recommended background knowledge

Marketing I and II.

General Information

Course Code E_EBE2_ME
Credits 6 EC
Period P4
Course Level 300
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. Y. Peers
Examiner dr. Y. Peers
Teaching Staff dr. Y. Peers

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture, Instruction course
Target audiences

This course is also available as: