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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)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

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

    Master of Science (MSc) in Management, Orientation Marketing

    Master of Science (MSc) in Management, Orientation Business Analytics

 

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. A good marketing strategy is built on theories and information about customers, competitors, the company and the external environment and an understanding of a market’s reaction to the company’s actions. Without understanding what causes what, one does not know which ‘lever’ to pull.

The goal of the Marketing Science course is to learn how to analyze markets, customers, and competitors to help design, implement, and evaluate a marketing strategy. These analyses comprise four interrelated challenges:

  1. Insight Analysis: How can we find customer problems and predict behavior?
  2. Opportunity Analysis: Where should we compete? How can we win?
  3. Predictive Analysis: What could and should be done? What will likely happen?
  4. Outcome Analysis: What has happened? Who has reacted? How? Why?

During the course you will learn how to build realistic and actionable models of marketing actions and customer reactions, collect and use different types of data and apply different statistical tools to understand and predict markets and behaviors. It builds primarily on theories and methods from economics, psychology, sociology, and statistics and thus requires a solid foundation in these subjects.

To get the most out of the course, preparation and participation are critical. By preparing the assigned material before class you can better participate in class and contribute to group discussions and therefore get more from a class. Although class attendance is not mandatory, you will need the knowledge provided in the classes in order to successfully complete the final exams. Each class is a preparation step towards the final exam and presence in every class is strongly recommended.

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 readings while the cases illustrate the application of tools and models in real-world settings and allow you to develop your marketing model building and analytic skills. Exercises and assignments are to be done in groups of no more than six students. You are encouraged to form your own groups.

  1. Introduction: What is the objective?
  2. Customer Value: How to measure it?
  3. Customer Insight: How to discover it?
  4. Customer Heterogeneity: How to find opportunities?
  5. Customer Perception: How to assess competitive positions?
  6. Customer Selection: How to assess market attraction?
  7. New Product Design: How to measure customer preferences?
  8. Pricing: How to measure customer WTP?
  9. Communication: How to determine marketing budgets?
  10. Sales Analysis: How to analyze transaction data?
  11. Brand Analysis: How to analyze brands?
  12. Action Analysis: How to evaluate a marketing action?
  13. Summary: Understanding and driving customer behavior

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 management concepts

Evaluation

First attempt

Exam:
Written 2h00 hours
Documentation:
Allowed with restrictions
Calculator:
Allowed with restrictions
Evaluation:
  1. Group Assignments: 2 Case Reports (30%)
  2. Individual Written Exam (70%)

Retake

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

Only retake written exam; the group component remains.



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