Supports Systems to Marketing Decision

This course unit will use the following teaching methodologies:

1) Expositive, through the explanation of the programmatic contents with audiovisual technologies

2) Active, through the analysis and resolution of proposed practical cases

3) Collaborative, through working in group.

a) Recognize the decision processes on marketing

b) Identify the limitations of marketers on data processing

c) Support  marketing decision on decision trees

d) Recognize a group decision method on a marketing department

e) Produce scenario analysis

f) Identify the trends on marketing decision support systems

g) Operate with business intelligence and data mining in marketing

1. Decision making in marketing

2. Marketers’ limitations in data processing

3. Decision trees on marketing

4. Group decision on markeitng department

5. Scenarios analysis

6. New types of marketing management support systems

7. Data mining and business inteligence in marketing

• - Exam - 100.0%

• - Group work - 50.0%
• - Test - 50.0%

NAO

– Carter, M. W., Price C. C., & Rabadi, G. (2019). Operations research, a practical introduction. CRC Press.

– Hillier, F. S., & Lieberaman, G. J. (2020). Introduction to Operations Research (11^th ed.). McGrawHill.

– Jesus, F., & Lisboa, J. V. (2020). Introdução à investigação operacional, Vida Económica.

– Mora, M; Forgionne, G.; Gupta, J. (2003). Decision Support Systems: Achievements, Trends and challenges for the new decad. Idea Group Publishing.

– Turban, E., McLean, E. R., & Wetherbe, J. C. (2002). Information technology for management: transforming business in the digital economy. Wiley.

– Santos, M., & Ramos, I. (2017). Business Intelligence – da Informação ao conhcimento. FCA.