Course ObjectiveIn 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 ContentHow 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.
(Interactive) instruction lectures (using the computer).
Method of AssessmentAssignments (in groups).
Exam with open questions (individual).
Lilien, Gary L., Arvind Rangaswamy and Arnaud De Bruyn (2013),
Principles of Marketing Engineering and Analytics, Third Edition,
DecisionPro, Inc. ISBN: 9780985764821
Recommended background knowledgeMarketing I and II.
|Language of Tuition||English|
|Faculty||School of Business and Economics|
|Course Coordinator||dr. Y. Peers|
|Examiner||dr. Y. Peers|
dr. Y. Peers
You need to register for this course yourself
Last-minute registration is available for this course.
|Teaching Methods||Seminar, Lecture, Instruction course|
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