Marketing Decision Making and Futurecast

Recommended Prerequisites

Not applicable.

Teaching Methods

Adopting a “learning by discovery” approach, students will be faced with several new marketing trends and will be stimulated to understand their usability and search for new examples of their application or where they can be applied.

Learning Outcomes

On completion of the course, students will be able to demonstrate critical knowledge and understanding of specific future problems in marketing stemming from future developments in the business environment; critical knowledge and understanding of anticipated postures and responses required by marketers to face up fortune challenges; applied knowledge and understanding of the application of the case and analytical problem methods in marketing management.

Work Placement(s)

No

Syllabus

1. Analytical problems dealing with the new marketing environment and consumer

behaviour. Examples: Twinsumers, voluntary simplicity, tweetonomics and interactive retail.

2. Analytical problems dealing with diagnostic marketing. Examples: Mobile information technology, cybersegmentation, wearable tech and brand revision media.

3. Analytical problems dealing with branding and marketing communication. Examples: Narrowcasting, brandcasting, consumer fortified and augmented reality.

4. Analytical problems dealing with marketing programming. Examples: Individualized pricing, store mediagration, next besting and democratic selling.

5. Analytical problems dealing with new strategic thinking in marketing. Examples: Business Ecosystems, marketing dashboards, experiential store atmospheres and perpetual adaption.

Assessment Methods

Assessment
Continuous assessment: 100.0%

Bibliography

Moutinho, Luiz; Chien, Charles S. (2008) Problems in Marketing – Key Concepts and Techniques, II Edition (London, England: SAGE).