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MARKETING METRICS AND ENGINEERING

Institute of Management Technology, Ghaziabad Post Graduate Diploma in Management (Full Time) Term-V, Jun - Sept, 2013-14.

INTRODUCTION This course builds on the concepts you have learned in introductory marketing and strategy courses. The course is focused on providing you hands-on approaches for conceptualizing and applying decision modeling to address such marketing and business issues as segmentation, targeting and positioning, resource allocation and new product design and development.. Unlike conventional integrative courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans--a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC-based computer software, you will develop marketing plans in various decision contexts. Specifically, the course objectives are to: Provide students with an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises. Improve students skill in viewing business processes and relationships systematically and analytically.

Expose students to numerous examples demonstrating the value of the analytic approach to marketing decision making. Provide students with the software tools that will enable them to apply the models and methods taught in the course to real problems.

The course will be particularly valuable to students planning careers in marketing, planning and management consulting. Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. The course will use the Tell-Show-Do sequence to give students hands-on experience in using the course materials for making marketing decisions. It is the students responsibility to be prepared for each session as detailed in the course outline. Each student will benefit from belonging to a study group that meets and prepares for each session before coming to class. Prerequisites: Marketing Management-I & II, and Business Research Methods

STUDENT LEARNING OUTCOMES: Upon completion of the subject, students will be able to: (a) Demonstrate technical and analytical capabilities (objective #1.1) (b) Critically analyze situations to suggest innovative future growth opportunities (objective #3.1) (c) Demonstrate techno-savvy capabilities to manage integrated environments (outcome #3.2) COURSE MATERIAL Gary L. Lilien and Arvind Rangaswamy, Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Second Edition (Pearson Education). The book is abbreviated as LR in the class schedule. The software required for the course will be made available to students during the course. EVALUATION AND GRADING Class participation Peer review Group assignment/Presentation
(Pick any 5 of all the cases for assignment)

10% 10% 40% 40%

End Term Exam CLASS PARTICIPATION

Each student is expected to contribute to class discussions. To do well, students should learn from active participation in presentations and class discussions. In evaluating class participation, I emphasize the quality of participation. In particular, I will try to assess how your contributions enhance both the content and process of a discussion: Do the comments add to our understanding of the issues or is it frivolous an attempt to get "air time" that day? (i.e., you have only one thing to say and want to say it no matter how irrelevant it is to the on-going discussion). Are the comments timely and linked to the comments of others? Do the comments move the discussion along by giving a new perspective? Are the comments clear and concise, or obscure and rambling? Do the comments provide new insights? Do the comments reflect a concern for maintaining a constructive and comfortable classroom atmosphere?

If you are unable to attend a particular session, you can still make-up for the lost CP by meeting me personally during office hours within next 3 days, and giving an oral quiz based on the session that you missed.

If you attend, but are unprepared to participate in the day's discussions, notify me prior to the beginning of the class to avoid any embarrassment. I will be taking attendance in each class and maintaining class-by-class participation marks and will provide feedback to you at least once during the term. ASSIGNMENTS/ PRESENTATIONS For most cases, one or two groups will be asked to make case presentations, whereas all the groups in the class would be asked to submit written reports that look more like consulting reports. Case Presentations will be assigned on the spot in the class, whereas it is left to the groups as to which four cases they want to submit as consulting reports. You should form 4-5 member groups for the duration of the course to work on these cases. Presenters should plan to hand in copies of their presentations along with an executive summary of 1-2 page and their commentary in Powerpoints Notes view, at the time of their presentation. For each presentation, at least one other group will be asked to serve as the management assessment team (MAT). That group will be expected to have carefully analyzed the business situation/case themselves and to have reviewed the findings and recommendations of the presenters in advance of the class. The MAT will be asked both to ask probing questions and to provide their recommendation for management action, based on a combination of what they have heard and on their own analyses and insights. They will hand in their report (1-2 page MAT memo) no later than a day AFTER the respective class. Note that the MAT simulates the role of the client implementation team. Hence, it is appropriate (and expected) that the MAT meet with the presentation team beforehand, and provide feedback and advice to the presentation team even in advance of the class presentation. The comments and recommendations from the MAT should be constructive and helpful, representing the best interests of the client organization. END-TERM EXAM All assignments in this class involve group work. If you put in effort in the group work and understand the readings, the exam should be relatively straightforward. It will be very helpful for you for the final exam if you had worked all the assignments, including those which you are neither presenting nor serving as management assessment team. The exam will involve multiple choice questions (MCQs), and short answer questions designed to permit you to display your understanding of course concepts and materials. The exam will be closed book. OFFICE HOURS AND SOFTWARE TUTORIAL SESSIONS I shall announce the office hours for meeting all the students on course related queries. You may raise questions related to course as well as questions that may arise

in using the software associated with that weeks case. Attendance is optional in tutorial sessions, but it is recommended that at least one member of each team attend to represent questions that the group has. There will be no formal presentations thereattendees are expected to have worked through that weeks homework and come with questions.

GUIDELINES FOR CONSULTING TEAM


Presentation format: 10-15 minutes -- team presentations 10-15 minutes Q&A, lead by management assessment team 5-10 minutes -- key takeaways / wrap-up. The case team can present as a team, or with a leading spokesperson - but should be able to deliver their key points on the case in 15 minutes or less. No time should be wasted in reiteration of case, as everyone is expected to have read the case before coming to class. PowerPoint should be used. Assignment deliverables: Each team should provide a copy of any visual materials, PowerPoint's, etc., they have prepared in summarizing the case. It is recommended that you use Powerpoint's Notes View format when you hand in the body of your report, with a covering "executive summary." Your presentation should generally be structured as follows: Your overall recommendations Brief synopsis of key facts (Not a repeat of the case) Supporting arguments and analysis that lead to your recommendation Key insights/learnings gained from the case including +s and s from the solution approach. Case Evaluation - Grading Template
Content:

Actionable recommendations (versus general recommendations) Rationale for recommendations, including appropriate analysis and use of tools Key lessons learnt / insights
Presentation:

Used course templates / concepts / tools Focused Captured audience attention Well structured

Questions answered well, especially from management assessment team Overall quality of report / chart / presentation materials.

GUIDELINES FOR MGMT. ASSESSMENT TEAM (MAT)


Prior to class: The management assessment team should have carefully analyzed the business situation/case themselves and have reviewed the findings and recommendations of the presenters in advance of the class. In class: The group will be expected to o ask probing questions of the presenter and o provide their recommendation for management action, based on a combination of what they have heard and on their own analyses and insights. As with the rest of us, the team should ask only questions of clarification during the presentation; their more probing questions should wait until after the presentation. After class: Within a day after the class, the group should prepare a 1-2 page memo to their CEO, Lilien, documenting o Their recommendation and o Their assessment (plusses and minuses) of analyses provided by the consultants. (That memo might document meetings and inputs that the team provided earlier to the consultants) MAT Evaluation - Grading Template o Value-addtion to presentation Team o Actionability of suggestions o Clarity/cogency of questions

CLASS SCHEDULE PLAN*


Session-1 Topic: Introduction, and Course and Software Overview Readings: LR Chapter 1 Topic: Response Modeling Basics, Its applications. Readings: LR Chapter 2 Presentation-1: Conglomerate Promotional Analysis (pp58-59) Topic: Strategic Resource Allocation Readings: LR Chapter 6 LR Chapter 5 (optional) Session-4 Presentation-2: Addison Wesley Longman Topic: Segmentation Readings: LR Chapter 3
*

Session-2

Session-3

Tentative, to be finalized before 3rd session.

Session-5

Presentation 3: ConnecCtor PDA (2001) Topic: Targeting segments Readings: LR Chapter 3 (continued)

Session-6

Presentation 4: ABB Case Topic: Targeting individuals Debrief/Videos Customer targeting Readings: LR: Chapter 3 (continued) Handout on RFM Analysis

Session-7

Presentation 5: Bookbinders Book Club Topic: Positioning Readings: LR Chapter 4

Session-8

Presentation 6: Positioning the Infiniti G20 Topic: Market Forecasting Readings: LR: Chapter7 (pp. 253-263)

Session-9

Presentation7: Zenith HDTV Topic: Market Forecasting (continued) Readings: LR: Chapter7 (pp. 263-271)

Session-10

Presentation 8: Khazana Foods Topic: Customer Focused Designs Readings: LR Ch. 7 (pp. 233-253)

Session-11

Topic: Customer Focused Designs (continued) Readings: To be handed out Presentation 9: Forte Hotel Design Topic: Advances in Marketing Engineering

Session-12

Session-13

Topic: Mixed Methods for Complex Problems Case Discussion: Kirin / or/ few small caselets Peer review submissions Feedback Guest Speaker

Session-14