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Course-MMS&PG Marketing (3rd

Semester)

QUANTITATIVE MODELS IN MARKETING

Prof. Ranjith P V

OBJECTIVES

The course introduces the foundation concepts of market response models, and discusses techniques

and findings formed by the marketing information revolution. Quantitative marketing analysis

applies mathematical and statistical methodologies to build and test models of marketing

phenomena, and uses the validated models to optimize marketing decisions

1. Student should be able to seek and interpret information from marketing management and apply

marketing management skills and techniques

2. Students should be able to report and interpret findings in a scientific and concise manner and

should think logically, analytically, critically and creatively

3. Students should be able to solve problems independently and collaboratively as part of a team

4. Students should be able to understand the fundamental principles of response models in

marketing and understand the fundamental principles of choice models and decision models in

marketing

LESSON PLAN (each session of 1.5 hrs each)

Theoretical Inputs will be given wherever necessary

SESSION TOPIC PEDAGOGY

1&2. The Place of Models in Marketing&

Decision making

EXAMPLES

3 Decision Making Theories like theBayesian Decision Theory.

EXAMPLES

4&5 Consumer Behavior Models: Attitude,

Perception & Brand Switch.

PROBLEMS

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TEACHING METHDOLOGY

1. CASES WHEREVER REQUIRED2. PROBLEMS

6&7 Segmentation, Positioning and product

design models

PROBLEMS

8&9 Product Models PROBLEMS

10&11 Pricing Models : Pricing a New Product,

Price-elasticity of Demand, Cross-

elasticity

PROBLEMS

12&13 Distribution / Location Decision

Communication Models: Objective

Setting Promotion - mix, Budget

Allocation

PROBLEMS

14&15 Media Models

Models to Measure the Effects of

Advertising&

PROBLEMS

16 Sales force modelsInternal test

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S. no Title of assignment Break-up ofmarks

1 Test 10

2 Assignment(problems) 10

Total 20 marks

EXTERNAL ASSESSMENTFINAL EXAMINATION OF 30 MARKS

REFERENCE BOOKS (Books which are in bold available in library and /or eBook)

1. Handbook of marketing . decision models by Wierenga-Springer2. Building models for marketing . decisions by Leeflang-International series of Quantitative

Marketing

3. Market Response Models: Econometric and Time Series Analysis, Second Edition, by

Dominique M. Hanssons, Leonard J. Parsons and Randall L. Schultz, 2001

4. Introduction to Marketing Models- Scott M. Smith and William R. Swinyard

5. Analyzing Quantitative Models J. Scott Armstrong and Alan C

S.No Evaluation mode Percentage ofmarks

1 Assignment/Test 20

2 End Term Test 30Total 50

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6. Choice Models In Marketing by Sandeep R Chandukala ,Jaehwan Kim, Thomas Otter, Peter E

Rossi & Greg MAllenby

7. Quantitative techniques for management-N.D.VOHRA-Tata McGraw Hill

8. Marketing Engineering-Lilien, G.L., Rangaswamy, A. (2004), 2nd edition.