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Marketing Science

  • Teacher(s): M.Christen
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2019-2020, 2.0h. course + 2.0h exercices (weekly average)
  •  séances
  • site web du cours course website
  • Related programmes:
    Master of Science (MSc) in Management, Orientation Business Analytics

    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Marketing

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

[warning] This course syllabus is currently edited by the professor in charge. Please come back in a few days. --- For your information only, here is the old syllabus :

Objectives

The task of a marketing manager is to develop a marketing strategy and decide a set of marketing actions that contribute to achieving the company’s objectives by eliciting a desired reaction from customers in an efficient way. This task comprises three interrelated challenges for an analyst to support a manager:

  1. Analysis of Market Structure: Whose behavior should be analyzed?
  2. Analysis of Results: What has happened? Who has reacted? How? Why?
  3. Analysis of Marketing Actions: What should be done? What will happen if …?

The course introduces a systematic approach to build models based on theories and methods from economics, psychology and statistics to address these three analysis challenges. During the course students will learn how to build realistic and actionable models of marketing actions and customer reactions, collect and use different type of data and apply different quantitative methods to support the design of a marketing strategy and its implementation.

Contents

The course uses a variety of pedagogical approaches. Lectures and cases are used to introduce the analytic challenges behind designing, implementing and evaluating a marketing strategy for a brand or business unit. The lectures build on the readings from the assigned textbook while the cases and in-class exercises illustrate the managerial challenges and the application of tools and models in real-world settings. The group project gives you an opportunity to collect and analyze your own data.

  1. Introduction: Action-Reaction-Return Framework
  2. Structure: What is a market? How to segment a market?
  3. Structure: Who is a close competitor? How to evaluate positions?
  4. Results: How to analyze sales?
  5. Results: How to analyze brands?
  6. Results: How to analyze choices?
  7. Results: How to analyze online behavior?
  8. Exercise and Project Support
  9. Actions: How to determine customer product preferences?
  10. Actions: How to determine customer value and willingness-to-pay?
  11. Actions: How to predict new product sales?
  12. Actions: How to predict existing markets?
  13. Summary: Project Presentations

Details about the individual sessions and updates will be posted on Moodle as the course progresses.

MOODLE will be the communication channel for this course: kindly make sure you register on Moodle before the course starts.

References

Required Material:

  • Textbook: Lilien GL, Rangaswamy A, De Bruyn A (2017), Principles of Marketing Engineering and Analytics (3rd Edition), DecisionPro, Inc.
  • Software: Enginius (online tool available with textbook)
  • Articles and Cases: See Moodle for details

The course material and data for the cases and exercises will be available online through the textbook website or on Moodle.

Pre-requisites

Knolwedge of basic marketing concepts

Evaluation


 

First attempt


 
Exam:
Written 2h00 hours
Documentation:
Allowed with restrictions
Calculator:
Allowed
Evaluation:
  1. Group Assignments and Class Participation (25%)
  2. Group Project (25%)
  3. Written Exam (50%)
  4. 2 pages both-sides (personal notes)

 

Retake


 
Exam:
Written 2h00 hours
Documentation:
Allowed with restrictions
Calculator:
Allowed
Evaluation:

Only retake written exam; the other two components remain.



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