杏吧论坛

Prof Om Narasimhan NAB 5.06

This course is compulsory on the MRes/PhD in Management (Marketing). This course is available with permission as an outside option to students on other programmes where regulations permit.

Requiring some understanding of calculus, probability, statistics and matrix algebra, the course is designed to develop the quantitative foundations for marketing decisions. Both theoretical models which help analyse marketing issues, and decision-support models will be covered. Features of the course include a focus all marketing decisions: product, pricing, advertising, salesforce and distribution. All necessary analysis tools from resource allocation models to NEIO (New Empirical Industrial Organization) models will be discussed. A comprehensive set of exercises will enable students to test their knowledge of models and their understanding of the material discussed in class. The course will also incorporate recent research findings in all aspects of marketing including online marketing and social media marketing.

30 hours of seminars in the LT.

Students will be expected to produce 1 essay and 1 essay in the LT.

• Lilien GL, Kotler Ph, Moorthy KS. Marketing Models. Prentice Hall: Englewood Cliffs, 1992

• Leeflang PSH, Wittink DR, Wedel M, Naert PA. Building Models for Marketing Decisions. Kluwer Academic Publishers: Dordrecht / Boston 2000.

• Hanssens DM, Parsons LJ, Schultz RL. Market Response Models: Econometric and Time Serie Analysis. Kluwer Academic Publishers, Boston 2001.

• Lilien GL, Rangaswamy A. Marketing Engineering, 2nd edition. Prentice Hall: Upper Saddle River, NJ, 2003.

• Little JDC. Models and Managers: The Concept of a Decision Calculus. Management Science 1970; 16: B466-B485.

Essay (40%, 2500 words), essay (40%, 2500 words), essay (5%, 1200 words), essay (5%, 1200 words), essay (5%, 1200 words) and essay (5%, 1200 words) in the LT.

Participants will be required to write 4 short 2-page critiques of a paper from the reading lists in order to demonstrate their understanding of an area/topic (these critiques might involve the analysis of a dataset as well), and (b) develop 2 new research ideas (throughout MT) that will help participants advance the current state of knowledge. An additional preliminary critique paper and research idea paper will be used as formative assessments.

The latter two new research idea papers, weighted 40% and 40% respectively, will be used as the summative assessment components. The balance 20% of the grade will be based on the last 4 short, 2-page critiques of specific papers in the reading list.