Checking date: 03/04/2018

Course: 2018/2019

Marketing Decision Support Systems
Study: Master in Marketing (269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Students are expected to have completed
Not required.
Competences and skills that will be acquired and learning results.
Skills to be acquired General skills: *CG3: Decision making skills. Specific skills: *CE6: To understand and use operations research tools for decision making in the field of trade, its implementation through software, as well as interpret the solution provided by the model. *CE10: Analysis, evaluation and decision making on pricing (traditional methods, and scientific techniques) Learning Objectives ¿ Understand analytically the importance of taking optimal operational marketing decisions. ¿ Develop your conceptual, analytical, and decision-making skills.
Description of contents: programme
Optimal planning of the marketing mix and budget allocation. "Decision Support Systems (DSS)" in marketing. Decision Theory. Linear optimization techniques and nonlinear. Decision under uncertainty. Optimization in dynamic context. Application to problems and marketing models. Simulation.
Learning activities and methodology
Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Wayne L. Winston and S. Christian. Practical Management Science, 5th Edition. Cengage Learning. 2012

The course syllabus and the academic weekly planning may change due academic events or other reasons.