Managerial Decision Making in Marketing (in English)

Syllabus

1. Introduction to decision-making. The concept and essence of decision making and its importance in the process of marketing management. Situations in decision making. Decision styles. Conflicts in decision making. 2. Qualitative methods in decision making, concept, essence, typology. Delphi method. Scenario method. Panel discussion. 3. Creative techniques in decision making, concept, essence, typology. Brainstorming and its modification. Mind map. Thought chairs. Thought hats. 4. Data mining, machine learning, statistical classification – basic concepts, goals, tasks and methods. 5. Introduction to the program R. Data preparation for analysis (coding, work with missing values, standardization). 6. Decision trees (entropy, information gain, Gini index), branching based on chi-square test. 7. Principal component analysis (use, interpretation of results). 8. Exploratory and confirmatory factor analysis (introduction, use, interpretation of results). 9. Cluster analysis (introduction, clustering procedures and clustering methods). 10. Cluster analysis (introduction, clustering procedures and clustering methods). 11. Logistic regression (introduction, binary logistic regression, model with continuous variables, multiple logistic regression). 12. Logistic regression (introduction, binary logistic regression, model with continuous variables, multiple logistic regression. 13. Introduction to time series forecasting.