Marketing Operations (SS 2017)


Course Number
048190

Field(s) of Study
Bachelor

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Tuesday 14:00- 16:00 weekly 13.06.2017- 25.07.2017 Fürstenberghaus, F1
Wednesday 12:00- 14:00 weekly 14.06.2017- 26.07.2017 Aula am Aasee, Aula am Aasee
Friday 10:00- 12:00 weekly 16.06.2017- 28.07.2017 Schlossplatz 46, H 1

Notice

Contact person: Julian Allendorf, M.Sc.

This course takes place in the second term of the summer semester.

Course grade: Final exam (100 %)
Please register at the examination office for the regular examination period.

Credit points: 3 ECTS (PO BWL 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1st floor) four weeks prior to the first lecture and will also be given in the first lecture. Email and telephone enquiries regarding the password will not be answered.


FAQs

• The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1. floor) from June 3 onwards and will also be announced in the first lecture. Email and telephone enquiries regarding the password will not be answered.
• A copy folder with auxiliary reading material is available at Heribert Meffert Library and will be electronically available on Learnweb.
• There will be no sample solution download for the tutorial.
• The date of the exam will determined and announced by the Prüfungsamt only.
• The exam Marketing Operations will be written in English.
• You can bring a pocket calculator and an uncommented dictionary to the exam.
No formulary is provided in the Marketing Operations exam.
• There will be 60 points in the Marketing Operations exam.
Individual enquiries regarding contents of the exam will not be answered.
• Elasticities for modified exponential and ADBUDG response functions do not have to be formally derived.
• As far as exam questions do not state that a specific form of elasticity is required, students are free to choose between approximate point elasticities and arc elasticities.
All sessions (also lectures by guest speakers and practice cases) are relevant for the exam.

E-mail enquiries regarding questions covered in the FAQ-section will not be answered.

Description

Good decision making should be based on a thorough evaluation of competing decision alternatives. In order to succeed in today´s fast moving and data-rich decision environments, business leaders must understand the art and science of decision making and transfer the implications into practice. ‘Marketing Operations’ helps to transform data into information, which allow for insights into causal structures, the strength of effects, and improved marketing decisions. The result is a better outcome and thus, increased Return on Marketing. The course emphasizes the importance of decision support systems, specifically modeling of decisions, calibration of market response models, optimization of the marketing mix, and budget allocation.

Lecturers

  • Professor Dr. Manfred Krafft (responsible)
  • Julian Allendorf (accompanying)