(Last updated: 9 May 2003)

Course Mandate

Students enrolled in this course are exposed to the following:

• the basic philosophies and methods that underlie the development and use of quantitatively-based marketing models;
  
• a plethora of quantitatively-based marketing models, with an emphasis upon those related to marketing mix variables and new product forecasting; and
  
• the historical development of quantitatively-based marketing models in selected areas (e.g., new product diffusion models).

Texts:

• Lilien, Gary L., Philip Kotler, and K. Sridhar Moorthy (1992), Marketing Models. Englewood Cliffs, NJ: Prentice-Hall.
  
• Marketing Science, Special Issue on Empirical Generalizations in Marketing, 14 (Part 2 of 2), 1995.
  
• Lilien, Gary L. and Arvind Rangaswamy (1997), Marketing Engineering: Computer-Assisted Marketing Analysis and Planning. Reading, MA: Addison-Wesley.

• Xeroxed articles

To calculate your grade, the instructor will evaluate your:

• participation in and general preparedness for discussions during the scheduled class meetings,
  
• your in-class presentations of topics assigned to you, and
  
• a final examination or term paper.

Course Schedule

The course schedule is subject to change; however, the approximate sequence of topics to be covered appears below. The reading assignments under the heading 'Text Chapters' refer to the Marketing Models text; the assignments under the heading 'Applications Text Chapters' refer to the Marketing Engineering text; and the assignments under the heading 'Applications Software' refer to the Marketing Engineering tutorial and associated software. Readings will be selected from the Reading List linked to this syllabus.

Assignments
 

W	Topic	Text Chapters	Applications Text Chapters	Applications Software
1	Introduction to modeling and marketing models (unavailable)	1, Appendix A (pp.599-612), Appendix C (pp.672-675)	1, 2	1,2
2	Model implementation and decision calculus	12, Appendix D (pp.697-704)		6(pp.121-137)
3	Forecasting		5(pp.125-145)	5(pp.77-89),  6(pp.90-106)
4	Market segmentation (Explained variance) (unavailable)		3	3
5	Pricing	4	10	10(pp.324-349)
6 & 7	New product diffusion models	11(pp.506-523) 10(pp.457-480) Appendix C (pp.650-661)	5(pp.145-153)  7(pp.195-203)	7(pp.169-183)
8	New product models based on pretest/test market data	10(pp.480-500)	7(pp.204-211)	7(pp.184-222)
9	Product design	5	7(pp.177-195)	6(pp.138-143)  7(pp.144-168)
9	Salesforce (unavailable)	7,8	9	9(pp.261-295)
10 & 11	Advertising	6, Appendix A (pp.631-638) Appendix C (pp.661-666)	8	8(pp.223-238; 253-260)
12 & 13	Brand switching/Variety seeking	2, Appendix B	4	4, 5(pp.67-76)
14	Market structure		6(pp.174-177)	6(pp.107-111)
14	Market share	Appendix C (pp.666-672)	6(pp.163-174)	6(pp.112-120)
15	Market entry/timing		6(pp.154-163)
15	Product/product line	11(pp.523-566) Appendix E		10(pp.350-359)
	Data pooling
	Miscellaneous			8(pp.239-252)