Course on Decision Analysis & Marketing

[Carolina Barrios]

I have to give a course next year (36 hours) for an educational program called Marketing Intelligence, aimed at people who have worked or are working in marketing areas. My intention is to try and disseminate the use of Decision Analysis in various areas, in this case in Marketing. I am having however a hard time finding examples, cases, etc of Decision Analysis applied to Marketing Decisions (which is the name of the course I will be giving). It must be beared in mind that the objective is that these people get a sense on the structuring of decisions, the tools used in DA but given that it is practioner oriented and that these people are not necessarily good in math or modeling, the scope of the course is rather limited. My personal objective is to make them think in a more structured way when confronted to strategical decisions in marketing (and thus apply a methodology) and to get them interested in the subject so that they will read some more.
I am in the process of constructing the program of the course and my idea is that through cases, and examples they get the grip of the usefulness of the discipline (I am in the process of reviewing HBS cases, Making hard decisions book, Value Focused thinking, etc.).
Has anyone given a similar course so that I can see the syllabus? Can someone guide me into cases, examples, etc that are marketing practioner oriented?
I will really appreciate any help!!
Thanks

Carolina Barrios
Assistant Professor
Universidad de los Andes Management School
Bogotá, Colombia, South America

[mkubica]

If the course will address strategic forecasting, including new product diffusion, market share and pricing dynamics I am happy to share. We have been working with industry leaders in the pharmaceutical, medical device and biotechnology arenas for over 10 years providing decision support in the area of strategic planning, market analysis and licensing & acquisition deals. Feel free to contact me at Applied Quantitative Sciences, Inc.: mkubica@aqs-us.com, www.aqs-us.com.

[kic3003]

Hi Carolina,

My colleague, Phil Beccue, forwarded your posting to me and I'm very interested in talking with you about this topic. I got turned on to Decision Analysis when I was in Market Research at Amgen about 8 years ago. Since then, I have developed, sold, and implemented a number of market research and consulting engagements which integrate the tools and discipline with traditional marketing / market research processes (e.g., positioning, segmentation, etc.). I'd love to share what I've learned and hear more about what you are thinking about for your course.

Cheers!

-david kat
Principal, Integrated Insights
www.integratedinsightsconsulting.com
david@integratedinsightsconsulting.com