MKTG 952 Introduction to Marketing Models
There is a rich tradition of using models to represent and analyze various marketing phenomena. An illustrative list of topics include: examining first-mover advantages, understanding response to price, analyzing new pricing formats, compensation design, interaction between marketing investments and stock market response, consumer surplus analysis, allocation of marketing resources, and decision support systems. Against this backdrop, the objectives of this course are two-fold: (i) to provide a non-technical overview of various modeling approaches employed in marketing, and (ii) apply one or more of these approaches to generate new research. Prerequisite: Admission to the Doctoral Program or graduate standing and permission of the instructor.