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Marketing Models II

(Elective Course)

Marketing Models teaches advanced modeling techniques to improve the effectiveness of marketing communications decisions. The course applies mathematical and statistical methodologies to build and test models of marketing communications, and uses the validated models to optimize decisions. The course surveys a broad spectrum of theoretical and empirical techniques that have relevance for developing and optimizing dynamic and probabilistic models of marketing phenomena. Topics include models for IMC budgeting and allocation, time-series analysis for forecasting, dynamic optimization issues in the context of market response functions, probabilistic modeling of IMC issues, and game theory for competitive analysis and IMC optimization.