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TBC

This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Marketing and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.

Marketing managers need to make a variety of decisions about, for example, product features, prices, advertising (online and offline), distribution and sales compensation plans. In making these decisions, managers choose from among alternative courses of action in a complex and uncertain world. Increasingly, in this age of Big Data, companies that emerge as market leaders tend to be the ones that employ sophisticated Marketing Analytics. This course in Marketing Analytics will entail a deep-dive into state-of-the-art Marketing Analytics models that allow managers to make scientific decisions regarding launching new products or innovations and managing more mature products and brands.

This course will focus upon the use of cutting-edge data analytic techniques to understand and inform managerial decision making with a primary focus on the formulation of dynamic marketing policies. The course is structured to enable the student to gain familiarity with techniques for sentiment analysis, discrete choice modelling, probability models for customer management, causal inference through A/B testing, classification and regression trees, and introductory machine learning.

30 hours of lectures in the LT.

Students will be engaged in analysing several data sets using the techniques learned in class. This will set the stage for their group project (gathering and analysing data) as well as the take-home assignment (which will involve analysing data sets given to them).

• 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.
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Take-home assessment (55%) and group project (45%) in the LT.

Coursework is an Individual Take-home assignment and the project will be in groups.