Engineering Tripos Part IIA, 3E3: Modelling Risk, 2017-18
Module Leader
Tutor
Timing and Structure
Michaelmas term. 2 lectures/week. 16 lectures.
Prerequisites
Basic probability theory and statistics and basic knowledge of using Excel of Microsoft.
Aims
The aims of the course are to:
- Provide an understanding of the mechanics of a range of management science modelling methods involving randomness, such as statistics, decision analysis, portfolio management, queueing theory, Markov chains, dynamic programming, forecasting, & regression.
- For each of the modelling areas, students will become familiar with the types of situations in which the method is useful.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand basic concepts of probability and the rationale behind statistical reasoning.
- Be able to calculate statistical measures like mean and variance, and interpret these in realistic situations.
- Use confidence intervals to quantify risk.
- Conduct hypothesis testing.
- Be able to understand decision trees and how to apply them in decision making.
- Be able to describe a Markov chain and analyse its long-term behaviour and steady state distribution.
- Understand and use simple formulas for queues in which arrivals occur as a Poisson process.
- Be able to model staged decisions by dynamic programming and to solve some dynamic programs using value iteration and policy iteration algorithms.
- Forecast data using short range extrapolative techniques such as exponential smoothing.
- Know how to take account of seasonality when forecasting.
- Apply regression techniques to estimate the way in which two variables are related.
- Be able to understand investment strategies for portfolios.
- Be able to incorporate risk into investment and decision making.
Content
Review of Probability and Statistical Reasoning (2L)
- Characteristics of specific distributions: The normal distribution and the central limit theorem, the exponential distribution and the lack-of-memory property.
- Statistical reasoning: sampling distribution, parameter estimation, confidence intervals, hypothesis testing.
Decision Analysis (2L)
- Events and decisions, decision trees, expected monetary value, sensitivity analysis, expected value of perfect information, expected value of sample information.
Mathematical Analysis of Stochastic Processes (6L)
- Dynamic programming: Bellman optimality equations, deterministic dynamic programming, probabilistic dynamic programming, value iteration algorithm, policy iteration algorithm.
- Markov chains: Discrete and continuous-time Markov chains, hitting times, steady-state distributions, steady state probabilities of birth and death processes.
- Queueing theory: Poisson arrival processes, classification of queueing systems, steady state, performance measures, Little's formula, benefits and limitations of queueing theory.
Regression Analysis and Forecasting (4L)
- Simple linear regression analysis, least squares estimates, significance of regression, multiple regression, multi-collinearity.
- Different methods for forecasting: moving average, exponential smoothing, modelling seasonality and trends.
Portfolio Management (2L)
- Basic portfolio concepts: securities, risk, arbitrage.
- The Capital Asset Pricing Model.
- Risk and expected return on a portfolio, and the efficient frontier.
Examples papers
In this course, we will have three examples classes for all students at the same time, rather than three supervisions for small groups.
- Class 1: Statistics, decision analysis and dynamic programming.
- Class 2: Queuing theory and Markov chains.
- Class 3: Regression, forecasting and portfolio analysis.
Coursework
To be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
[Coursework Title]
Learning objectives:
Practical information:
- Sessions will take place in [Location], during week(s) [xxx].
- This activity [involves/doesn't involve] preliminary work ([estimated duration]).
Full Technical Report:
Students [will/won't] have the option to submit a Full Technical Report.
Booklists
Please see the Booklist for Part IIA Courses for references for this module.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
E3
Ability to apply mathematical and computer based models for solving problems in engineering, and the ability to assess the limitations of particular cases.
P8
Ability to apply engineering techniques taking account of a range of commercial and industrial constraints.
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
US2
A comprehensive knowledge and understanding of mathematical and computer models relevant to the engineering discipline, and an appreciation of their limitations.
Last modified: 03/08/2017 15:36
Engineering Tripos Part IIA, 3E3: Modelling Risk, 2020-21
Leader
Lecturer
Dr F Erhun-Oguz
Lab Leader
Dr F Erhun-Oguz
Timing and Structure
Lent term. 2 lectures/week. 16 lectures.
Prerequisites
Basic probability theory and statistics and basic knowledge of using Excel of Microsoft.
Aims
The aims of the course are to:
- Provide an understanding of the mechanics of a range of management science modelling methods involving randomness, such as statistics, decision analysis, portfolio management, queueing theory, Markov chains, dynamic programming, forecasting, & regression.
- For each of the modelling areas, students will become familiar with the types of situations in which the method is useful.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand basic concepts of probability and the rationale behind statistical reasoning.
- Be able to calculate statistical measures like mean and variance, and interpret these in realistic situations.
- Use confidence intervals to quantify risk.
- Conduct hypothesis testing.
- Be able to understand decision trees and how to apply them in decision making.
- Be able to describe a Markov chain and analyse its long-term behaviour and steady state distribution.
- Understand and use simple formulas for queues in which arrivals occur as a Poisson process.
- Be able to model staged decisions by dynamic programming and to solve some dynamic programs using value iteration and policy iteration algorithms.
- Forecast data using short range extrapolative techniques such as exponential smoothing.
- Know how to take account of seasonality when forecasting.
- Apply regression techniques to estimate the way in which two variables are related.
- Be able to understand investment strategies for portfolios.
- Be able to incorporate risk into investment and decision making.
Content
"There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. These are things we don't know we don't know."
- Donald Rumsfeld
Inventory Management (2L)
- Basic concepts in inventory management: inventory management under deterministic demand (EOQ model), inventory management under stochastic demand (newsvendor model, (R, Q) policy).
Decision Analysis (2L)
- Events and decisions, decision trees, expected monetary value, sensitivity analysis, expected value of perfect information, expected value of sample information.
Mathematical Analysis of Stochastic Processes (6L)
- Dynamic programming: Bellman optimality equations, deterministic dynamic programming, probabilistic dynamic programming, value iteration algorithm, policy iteration algorithm.
- Markov chains: Discrete and continuous-time Markov chains, hitting times, steady-state distributions, steady state probabilities of birth and death processes.
- Queueing theory: Poisson arrival processes, classification of queueing systems, steady state, performance measures, Little's formula, benefits and limitations of queueing theory.
Regression Analysis and Forecasting (4L)
- Simple linear regression analysis, least squares estimates, significance of regression, multiple regression, multi-collinearity.
- Different methods for forecasting: moving average, exponential smoothing, modelling seasonality and trends.
Portfolio Management (2L)
- Basic portfolio concepts: securities, risk, arbitrage.
- The Capital Asset Pricing Model.
- Risk and expected return on a portfolio, and the efficient frontier.
Examples papers
In this course, we will have three examples classes for all students at the same time, rather than three supervisions for small groups.
- Class 1: Statistics, decision analysis and dynamic programming.
- Class 2: Queuing theory and Markov chains.
- Class 3: Regression, forecasting and portfolio analysis.
Coursework
To be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Booklists
Please refer to the Booklist for Part IIA Courses for references to this module, this can be found on the associated Moodle course.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
E3
Ability to apply mathematical and computer based models for solving problems in engineering, and the ability to assess the limitations of particular cases.
P8
Ability to apply engineering techniques taking account of a range of commercial and industrial constraints.
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
US2
A comprehensive knowledge and understanding of mathematical and computer models relevant to the engineering discipline, and an appreciation of their limitations.
Last modified: 28/08/2020 11:04
Engineering Tripos Part IIA, 3E3: Modelling Risk, 2021-22
Leader
Lecturer
Dr N Taneri
Lab Leader
Timing and Structure
Lent term. 2 lectures/week. 16 lectures.
Prerequisites
Basic probability theory and statistics and basic knowledge of using Excel of Microsoft.
Aims
The aims of the course are to:
- Provide an understanding of a range of management science modelling methods involving randomness, such as statistics, decision analysis, behavioral factors, portfolio management, process analysis, queueing theory, forecasting, and regression.
- For each of the modelling areas, students will become familiar with the types of situations in which the method is useful.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand basic concepts of probability and the rationale behind statistical reasoning.
- Be able to calculate statistical measures like mean and variance, and interpret these in realistic situations.
- Use confidence intervals to quantify risk.
- Conduct hypothesis testing.
- Be able to understand decision trees and how to apply them in decision making.
- Identify and manage the bottleneck in a serial process, calculate the throughput of the entire system and utilisation at each step.
- Understand and use simple formulas for queues in which arrivals occur as a Poisson process.
- Understand the role of behavioral biases in decision making.
- Forecast data using short range extrapolative techniques such as exponential smoothing.
- Know how to take account of seasonality when forecasting.
- Apply regression techniques to estimate the way in which two variables are related.
- Be able to understand investment strategies for portfolios.
- Be able to incorporate risk into investment and decision making.
Content
"There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. These are things we don't know we don't know."
- Donald Rumsfeld
Note: The content covered across all lectures and example papers will be as listed below. However, elements of the content may be re-sequenced to achieve a better flow.
Mathematical Analysis of Deterministic and Stochastic Processes (4L)
- Process Analysis: Identify and manage the bottleneck in a serial process, calculate the throughput of the entire system and utilisation at each step, evaluate the impact of improvements to different steps in a process.
- Queueing theory: Poisson arrival processes, classification of queueing systems, steady state, performance measures, Little's formula, benefits and limitations of queueing theory.
Regression Analysis and Forecasting (4L)
- Simple linear regression analysis, least squares estimates, significance of regression, multiple regression, multi-collinearity.
- Different methods for forecasting: moving average, exponential smoothing, modelling seasonality and trends.
Inventory Management (2L)
- Basic concepts in inventory management: inventory management under stochastic demand.
Portfolio Management (2L)
- Basic portfolio concepts
- Risk and expected return on a portfolio, and the efficient frontier.
Decision Analysis (4L)
- Events and decisions, decision trees, expected monetary value, sensitivity analysis, expected value of perfect information, expected value of sample information.
- Behavioural Factors in Decision Making
Examples papers
In this course, we will have examples classes for all students at the same time, rather than supervisions for small groups.
- Class 1: Process Analysis and Queuing theory.
- Class 2: Regression, forecasting, and inventory management.
- Class 3: Portfolio and decision analysis.
Coursework
To be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Booklists
Please refer to the Booklist for Part IIA Courses for references to this module, this can be found on the associated Moodle course.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
E3
Ability to apply mathematical and computer based models for solving problems in engineering, and the ability to assess the limitations of particular cases.
P8
Ability to apply engineering techniques taking account of a range of commercial and industrial constraints.
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
US2
A comprehensive knowledge and understanding of mathematical and computer models relevant to the engineering discipline, and an appreciation of their limitations.
Last modified: 02/02/2022 12:33
Engineering Tripos Part IIA, 3E3: Modelling Risk, 2018-19
Leader
Tutor
Timing and Structure
Michaelmas term. 2 lectures/week. 16 lectures.
Prerequisites
Basic probability theory and statistics and basic knowledge of using Excel of Microsoft.
Aims
The aims of the course are to:
- Provide an understanding of the mechanics of a range of management science modelling methods involving randomness, such as statistics, decision analysis, portfolio management, queueing theory, Markov chains, dynamic programming, forecasting, & regression.
- For each of the modelling areas, students will become familiar with the types of situations in which the method is useful.
Objectives
As specific objectives, by the end of the course students should be able to:
- Understand basic concepts of probability and the rationale behind statistical reasoning.
- Be able to calculate statistical measures like mean and variance, and interpret these in realistic situations.
- Use confidence intervals to quantify risk.
- Conduct hypothesis testing.
- Be able to understand decision trees and how to apply them in decision making.
- Be able to describe a Markov chain and analyse its long-term behaviour and steady state distribution.
- Understand and use simple formulas for queues in which arrivals occur as a Poisson process.
- Be able to model staged decisions by dynamic programming and to solve some dynamic programs using value iteration and policy iteration algorithms.
- Forecast data using short range extrapolative techniques such as exponential smoothing.
- Know how to take account of seasonality when forecasting.
- Apply regression techniques to estimate the way in which two variables are related.
- Be able to understand investment strategies for portfolios.
- Be able to incorporate risk into investment and decision making.
Content
"There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. These are things we don't know we don't know."
- Donald Rumsfeld
Inventory Management (2L)
- Basic concepts in inventory management: inventory management under deterministic demand (EOQ model), inventory management under stochastic demand (newsvendor model, (R, Q) policy).
Decision Analysis (2L)
- Events and decisions, decision trees, expected monetary value, sensitivity analysis, expected value of perfect information, expected value of sample information.
Mathematical Analysis of Stochastic Processes (6L)
- Dynamic programming: Bellman optimality equations, deterministic dynamic programming, probabilistic dynamic programming, value iteration algorithm, policy iteration algorithm.
- Markov chains: Discrete and continuous-time Markov chains, hitting times, steady-state distributions, steady state probabilities of birth and death processes.
- Queueing theory: Poisson arrival processes, classification of queueing systems, steady state, performance measures, Little's formula, benefits and limitations of queueing theory.
Regression Analysis and Forecasting (4L)
- Simple linear regression analysis, least squares estimates, significance of regression, multiple regression, multi-collinearity.
- Different methods for forecasting: moving average, exponential smoothing, modelling seasonality and trends.
Portfolio Management (2L)
- Basic portfolio concepts: securities, risk, arbitrage.
- The Capital Asset Pricing Model.
- Risk and expected return on a portfolio, and the efficient frontier.
Examples papers
In this course, we will have three examples classes for all students at the same time, rather than three supervisions for small groups.
- Class 1: Statistics, decision analysis and dynamic programming.
- Class 2: Queuing theory and Markov chains.
- Class 3: Regression, forecasting and portfolio analysis.
Coursework
To be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Booklists
Please see the Booklist for Part IIA Courses for references for this module.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
E3
Ability to apply mathematical and computer based models for solving problems in engineering, and the ability to assess the limitations of particular cases.
P8
Ability to apply engineering techniques taking account of a range of commercial and industrial constraints.
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
US2
A comprehensive knowledge and understanding of mathematical and computer models relevant to the engineering discipline, and an appreciation of their limitations.
Last modified: 28/03/2019 10:15
Engineering Tripos Part IIA, 3E2: Marketing, 2024-25
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
Eight lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Case studies: Swatch, Coke, Pets.com. Cabo San Viejo
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 31/05/2024 09:53
Engineering Tripos Part IIA, 3E2: Marketing, 2025-26
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
Eight lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Case studies: Swatch, Coke, Pets.com. Cabo San Viejo
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 04/06/2025 13:19
Engineering Tripos Part IIA, 3E2: Marketing, 2019-20
Module Leader
Lecturer
Dr V Mak
Lab Leader
Dr V Mak
Timing and Structure
Michaelmas Term. 16 lectures. 16 Contact Hours + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Develop an understanding of fundamental marketing terms, concepts, principles, and theories.
- Develop an understanding of the close relationship between marketing and other functions within an organisation.
- Develop critical thinking and communication skills relating to marketing.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in marketing,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Business has only two basic functions -- marketing and innovation. Everything else is a cost.
- Peter Drucker
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, or a museum curator. Understanding customer needs and how to marshal the resources of an organization to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions – decision areas that include target markets, product, pricing, channels, and promotion. This course will also help you understand how marketing decisions are affected by organizational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- Understanding Customer and Context.
- Marketing Research.
- Understanding Company and Competition.
- Market Segmentation, Targeting and Positioning.
- Price and Promotion.
- Product and Place.
- Customer Loyalty and Relationships.
Coursework
Details to be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Marketing Case Study Essay
Learning objectives:
- Identify one or more interrelated real-life marketing problems faced by the management of a product or service (or a collection of such under the same management) chosen by the student.
- State the problem(s), describe relevant background information, and suggest recommendations for the management in response to the problem(s).
- Apply course materials in the process to obtain an understanding of marketing in practice.
- Generate creative, relevant business ideas for marketing management.
- Write in an organised, concise manner with clearly presented and well-informed arguments in a business context.
Practical information:
- The essay is due for submission to the CUED Teaching Office by the end of the Michaelmas Term (the exact deadline to be announced in lectures).
- The student is expected to prepare and write up the essay at their own pace; the time and effort involved should be within the range for a standard coursework report.
Booklists
Indicative texts and a list of readings for each topic are given in the 3E2 Booklist, available via the Booklist for Part IIA Courses. These include major readings as well as some extra readings. Students are NOT required to do the extra reading or purchase any of the books, but are encouraged to draw on them if they wish to explore some of the topics further.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 15/05/2019 09:24
Engineering Tripos Part IIA, 3E2: Marketing, 2023-24
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
Eight lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Case studies: Swatch, Coke, Pets.com. Cabo San Viejo
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 03/10/2023 12:40
Engineering Tripos Part IIA, 3E2: Marketing, 2017-18
Module Leader
Lecturer
Dr V Mak
Lab Leader
Dr V Mak
Timing and Structure
Michaelmas Term. 16 lectures. 16 Contact Hours + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Develop an understanding of fundamental marketing terms, concepts, principles, and theories.
- Develop an understanding of the close relationship between marketing and other functions within an organisation.
- Develop critical thinking and communication skills relating to marketing.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in marketing,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Business has only two basic functions -- marketing and innovation. Everything else is a cost.
- Peter Drucker
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, or a museum curator. Understanding customer needs and how to marshal the resources of an organization to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions – decision areas that include target markets, product, pricing, channels, and promotion. This course will also help you understand how marketing decisions are affected by organizational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- Understanding Customer and Context.
- Marketing Research.
- Understanding Company and Competition.
- Market Segmentation, Targeting and Positioning.
- Price and Promotion.
- Product and Place.
- Customer Loyalty and Relationships.
Coursework
Details to be announced in lectures.
There is no Full Technical Report (FTR) associated with this module.
Marketing Case Study Essay
Learning objectives:
- Identify one or more interrelated real-life marketing problems faced by the management of a product or service (or a collection of such under the same management) chosen by the student.
- State the problem(s), describe relevant background information, and suggest recommendations for the management in response to the problem(s).
- Apply course materials in the process to obtain an understanding of marketing in practice.
- Generate creative, relevant business ideas for marketing management.
- Write in an organised, concise manner with clearly presented and well-informed arguments in a business context.
Practical information:
- The essay is due for submission to the CUED Teaching Office at the end of the Michaelmas Term (the exact deadline to be announced in lectures).
- The student is expected to prepare and write up the essay at their own pace; the time and effort involved should be within the range for a standard coursework report.
Full Technical Report:
Students won't have the option to submit a Full Technical Report.
Booklists
Indicative texts and a list of readings for each topic are given in the 3E2 Booklist, available via the Booklist for Part IIA Courses. These include major readings that will be handed out in class, as well as some extra readings. Students are NOT required to do the extra reading or purchase any of the books, but are encouraged to draw on them if they wish to explore some of the topics further.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 12/08/2017 13:48
Engineering Tripos Part IIA, 3E2: Marketing, 2022-23
Module Leader
Lecturer
Lab Leader
Timing and Structure
Michaelmas Term. 8 online lectures + 3 Supervisions mixing lectures, case analysis and class discussion.
Aims
The aims of the course are to:
- Understand fundamental marketing terms, concepts, principles, and theories.
- Understand the role of marketing and its contribution to customer and financial value.
- Develop critical thinking and communication skills relating to marketing.
- Appreciate how to develop and deploy an effective marketing plan.
Objectives
As specific objectives, by the end of the course students should be able to:
- Display a fundamental understanding of the marketing management process in different environments, contexts and situations enabling students to use marketing approaches to facilitate goal achievement.
- Have a solid ‘first principles’ foundation, if wishing to pursue a career in business,
- If pursuing other career paths, have a sufficient understanding of marketing to be able to interact effectively with marketing personnel in cross-functional activities.
Content
Among business disciplines, marketing is the primary contact point between a business and its customers. Business majors and non-business majors will benefit by taking this course because nearly everybody wears a marketing hat during their career. Understanding marketing will help you whether you want to be an accountant, a movie producer, an engineer, a programmer, a doctor, an entrepreneur, or a museum curator. Understanding customer needs and how to marshal the resources of an organisation to meet those needs will enhance your chances of career success.
This course develops a general management viewpoint in planning and evaluating marketing decisions. This course will also help you understand how marketing decisions are affected by organisational and environmental influences and will also enable you to develop your ability to contribute to general management. Accordingly, the course sessions are structured around the following topics:
- Introduction to Marketing.
- The strategic marketing planning process
- Segmentation, targeting and positioning
- The marketign mix: managing product, price, promotion and distribution
- Brand management
- Marketing communications
- Loyalty and customer relationship management
Marketing
This course examines the key analytical frameworks and tools that are essential to building an effective marketing strategy. We cover concepts including marketing theory and customer centrism; strategic marketing planning; segmentation, targeting and positioning; the marketing mix; brand management; marketing communications and digital marketing; loyalty and customer relationship management.
The goal is that at the end of the course, you’ll be able to apply these concepts as part of a comprehensive and sophisticated marketing strategy. You should be able to employ these elements across a variety of industries and functions, in ways that create customer value and financial value. That’s the aim of marketing.
Readings
The course readings consist primarily of case studies and a textbook.
Case Studies
The course employs a number of case studies, which should be read prior to coming to lectures and are the basis of discussion. You must read the allocated case for each class.
Books
There is a prescribed textbook in this course:
- Merlo (2020) Strategic Marketing, Amazon.
Assessment
The final course grade is based on an exam. Students can also write a non-compulsory paper which can count as a lab paper.
Teaching format
In the 2021-2022 academic year the course is taught online primarily via live streamed lectures.
Further notes
Examples papers
Coursework
A paper outlining the marketing strategy for a new product or service.
Booklists
Omar Merlo (2020) Strategic Marketing, Amazon.
Examination Guidelines
Please refer to Form & conduct of the examinations.
UK-SPEC
This syllabus contributes to the following areas of the UK-SPEC standard:
Toggle display of UK-SPEC areas.
GT1
Develop transferable skills that will be of value in a wide range of situations. These are exemplified by the Qualifications and Curriculum Authority Higher Level Key Skills and include problem solving, communication, and working with others, as well as the effective use of general IT facilities and information retrieval skills. They also include planning self-learning and improving performance, as the foundation for lifelong learning/CPD.
IA1
Apply appropriate quantitative science and engineering tools to the analysis of problems.
KU1
Demonstrate knowledge and understanding of essential facts, concepts, theories and principles of their engineering discipline, and its underpinning science and mathematics.
KU2
Have an appreciation of the wider multidisciplinary engineering context and its underlying principles.
D2
Understand customer and user needs and the importance of considerations such as aesthetics.
D3
Identify and manage cost drivers.
D5
Ensure fitness for purpose for all aspects of the problem including production, operation, maintenance and disposal.
S1
The ability to make general evaluations of commercial risks through some understanding of the basis of such risks.
S2
Extensive knowledge and understanding of management and business practices, and their limitations, and how these may be applied appropriately to strategic and tactical issues.
P3
Understanding of contexts in which engineering knowledge can be applied (e.g. operations and management, technology, development, etc).
US1
A comprehensive understanding of the scientific principles of own specialisation and related disciplines.
Last modified: 24/05/2022 12:50
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