Marketing Decision Making

Module code: MARK 1600

Module description

The module runs in parallel with the Principles of Marketing module (MARK1500). Students will develop a critical awareness of the basic concepts of information and decision making that are integral to marketing. They will use these techniques to solve problems and make decisions by way of participation in a marketing game.

The approach is based on a hypothetical market that will allow the students to explore and experiment with various marketing tools in order to achieve a satisfactory business performance. The data provided presents a situation in which evidence must be selected and interpreted, theory applied and a range of decisions made. This will help to introduce students to the limitations of market data.

The module will be largely taught through a combination of lectures and computer simulation sessions. The lab sessions will allow students to explore the software package, which will improve their understanding of the importance of information in business decision making.

Contact hours

  • Lectures: 24 hours
  • Seminars: 12 hours

Assessment components

  • Individual Report (750 words): 25%
  • Individual Report (1500 words): 75%

Additional costs: Subscription to game simulation, approximately 30 Euros and purchase of books