0532 - Analysis and Decision-Making in Marketing
| Instructors: | o.Univ.Prof.i.R. Dr. Josef Mazanec |
| Type: | PI |
| Weekly hours: | 2 |
| Members (max.): | 12 |
| Registration period: | 09/07/09 to 10/20/09 |
- Class objective(s) (learning outcomes)
- You will enjoy this course, if you
* dislike being an anonymous student within an inactive mass audience,
* like to really understand the concepts and techniques and want to actually apply them,
* like to seriously work with the PC and want to experiment with software tools,
* prefer to use the best international textbook currently available,
* like to work with your fellow students in a small learning group,
* want to acquire knowledge and skills which you wouldn't learn in management practice, i.e. expect an in-depth discussion of marketing methodology,
* prefer to acquire your credits by continuous participation in classroom discussions rather than by a formal test at the end of the semester (with all its uncertainties).Depending on your prior knowledge and experience you will have to invest at least two more hours in addition to the 2 weekly contact hours. This goes into preparing the reading assignments and groupwork. Students originating from an excellent business school will consider this entirely normal; Austrian students who intend to spend a semester at a leading business school abroad will be perfectly adapted to what they are going to face there.
see also:
http://tourism.wu.ac.at/cgi-bin/ift.pl?lehrv/lven/09ws/info_A&EiMws09e.html - Prerequisites according to degree program
- For the program in MgtSc, also eligible as Marketing 2
- Teaching and learning method(s)
- We use selected chapters and cases from:
Gary L. Lilien & Arwind Rangaswamy, Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Second Edition, 2002 (http://www.mktgeng.com/index.cfm)Reading Assignments for each session.
You will not sit in a classroom listening to someone telling you something that is much more efficiently read in a textbook by yourself. Then precious contact hours are reserved for criticisms and discussions or additional comments and explanations where they are really needed. - In case of restricted admission; selection criteria
- 20 (without ZAS-/CEMS-contingent)
- Criteria for successful completion
- To control your level of understanding and to detect latent demand for explanation formal quizzes may occur unexpectedly. However, an active group always well prepared may not have to write even one quiz.
The grades depend on your individual performance (approx. 75 per cent) and on your contribution to groupwork (25 per cent). 60 per cent out of the total of 60 points are required for passing the course.
After the second session you may regularly look up your account of bonus points at Learn@WU.
Continuous feedback is provided via the web-based Grade Book of the Learn@WU platform, once you are registered for the course. - Availability of instructor(s) for contact by students
- mailto:josef.mazanec@wu.ac.at
mailto:brigitte.stangl@wu.ac.at
mailto:karin.teichmann@wu.ac.at - Miscellaneous
- You may borrow the reading assignments from the Institue for Tourism and Leisure Studies. Lilien/Rangaswamy is a modern textbook that is also a lot of fun with all its practical demonstration examples, cases and exercises. You should buy the International Edition, 2. ed., 2002, to get individual access to the software. Note that you will be able to further use the book in the 4 hours MgtSc-Lab in Marketing.
Headwords and detailed guidelines for each session are available in this slide show (http://tourism.wu-wien.ac.at/lehrv/lven/05ws/MgtSc/MarkEngMgtSc_E-Dateien/frame.htm) (Internet Explorer 5.5 or higher)
SPSS Syntax Online-Course : http://web.uccs.edu/lbecker/SPSS/content.htm
FAQs, SPSS Textbook Examples: http://www.ats.ucla.edu/stat/spss/SPSS User Guides:
Brosius, F.: SPSS-Programmierung.mitp-Verlag. Bonn 2005
Norusis, M.J: SPSS Base System User´s Guide. Chicago 1993.
Norusis, M.J: SPSS Advanced Statistics User`s Guide. Chicago 1993.
Detailed schedule
| Day | Date | Time | Room |
|---|---|---|---|
| Wednesday | 10/14/09 | 08:30 AM - 10:00 AM | SCHR 3 (UZA 2) |
| Wednesday | 10/21/09 | 08:30 AM - 10:00 AM | SCHR 3 (UZA 2) |
| Wednesday | 10/28/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 11/04/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 11/11/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 11/18/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 11/25/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 12/02/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 12/09/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 12/16/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 12/23/09 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 01/13/10 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 01/20/10 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
| Wednesday | 01/27/10 | 12:30 PM - 02:00 PM | SCHR 4 (UZA 2) |
Contents
We use selected chapters and cases from:
Gary L. Lilien & Arwind Rangaswamy, Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Second Edition, 2002 (http://www.mktgeng.com/index.cfm)
| Unit | Date | Contents |
|---|---|---|
| 1 | 14.10. |
Introduction, course style and contents: Check basic marketing, statistics and computing knowledge |
| 2 | 21.10. |
Marketing planning process; tools for marketing engineering; market response models: Chapters 1 and 2 of the textbook Lilien/Rangaswamy, 2nd ed. 2002, pp. 1-53. You may also like to see the original L&R slides (http://tourism.wu-wien.ac.at/lehrv/lven/05ws/MgtSc/RESPONSE.htm). |
| 3 | 28.10. |
Finalize market response models (if needed). Presentation of groupwork results for the "Conglomerate, Inc." case (Promotional analysis, pp.58/59). Voluntary options: If you have access to the L&R Software, you may also like to perform the response model exercise, p. 60). Those who don't have may use the response function examples provided during class. Data file for downloading: http://tourism.wu-wien.ac.at/lehrv/lven/04ws/AuEiM/ConglomNoMak.xls (do not activate the macros when openening the file) |
| 4 | 04.11. |
Strategic analysis and marketing planning; LinSat software; depending on time reserves: discriminant analysis for the BBBC case. Chapter 5, Strategic market analysis, pp. 155-184; concrete examples (http://tourism.wu-wien.ac.at/lehrv/lven/06ss/AuEiM/kerin_experience1_2.pdf); Java program LinSat for downloading: linsat.html (http://tourism.wu-wien.ac.at/cgi-bin/ift.pl?charly/http/software/linsat.html) |
| 5 | 11.11. |
Forecasting; univariate methods for time series of marktet volume and sales data (individual results); presentation of groupwork results for the "Bookbinders Book Club" case "Bookbinders Book Club" case, pp. 185-187; data files for downloading: http://tourism.wu-wien.ac.at/lehrv/lven/04ws/AuEiM/bbbc.xls http://tourism.wu-wien.ac.at/lehrv/lven/04ws/AuEiM/bbbcpred.xls |
| 6 | 18.11. |
Strategic analyses and decisions; presentation of groupwork results of the Portfolio Analysis Exercise (pp. 223-225) Chapter 6, Strategic market decision making, pp. 188-194, PIMS strategy model, pp. 198-204; multifactor software for downloading: http://tourism.wu-wien.ac.at/cgi-bin/ift.pl?charly/http/software/iaa.html |
| 7 | 25.11. |
Market segmentation I: Introduction and overview Chapter 3, Segmentation and targeting, pp. 61-83 |
| 8 | 02.12. |
Market segmentation II: Technical tools, "US Travelers to Europe" case: outline of the problem-solving steps for voluntary groupwork Chapter 3, Segmentation and targeting, pp. 83-102 http://tourism.wu-wien.ac.at/lehrv/lven/06ss/AuEiM/US1992.zip |
| 9 | 09.12. |
Product positioning; the "Nissan Infiniti G20" case, pp. 148-154: outline of the problem-solving steps for voluntary groupwork; analysis and decision making in the SimSeg (http://raptor.mazanec.com:3000/) Strategy Game (authorization needed), or, alternatively from within the WU domain (PC Lab) http://simseg.turismo.wu-wien.ac.at:3000/ Chapter 4, Positioning, pp. 117-147 http://tourism.wu-wien.ac.at/lehrv/lven/06ss/AuEiM/infinity.zip |
| 10 | 16.12. |
New product planning; "Viennese Luxury Hotels" case: outline of the problem-solving steps for voluntary groupwork from Chapter 7, New product decisions, pp. 233-253 http://tourism.wu-wien.ac.at/lehrv/lven/06ss/AuEiM/cj_transport_leisure.zip http://tourism.wu-wien.ac.at/lehrv/lven/06ss/AuEiM/cj_business_transport.zip |
| 11 | 23.12. |
Overview of models for channel (distribution) and pricing decisions from Chapter 9, Salesforce and channel decisions, pp. 354-359, 379-385; from Chapter 10, Price and sales promotion decision, pp. 414-420, 422-424, 426-429 |
| 12 | 13.01. |
Overview of decision making in advertising and market communication aus Chapter 8, Advertising and communications decisions, pp. 302-305, 308-312, 319-325, 327-335 |
| 13 | 20.01. |
Presentation of the groupwork results for the "Blue Mountain Coffee Company" case, pp. 336-342 aus Chapter 8, The ADBUDG model, pp. 315-318; data file for downloading: http://tourism.wu-wien.ac.at/lehrv/lven/04ws/AuEiM/AdbudgNoMak.xls (don't activate the Visual Basic macros) |
| 14 | 27.01. |
Final presentations of voluntary groupwork results after selecting the best solutions for the segmentation, positioning and new product planning cases |
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