IS 635 - Modeling Competitive Marketing Applications

This course provides an in-depth study of marketing models and related analytical techniques. The model concept is defined, alternative model representations are given, and potential benefits from using models are discussed. The student deals with model building concepts and criteria, model specification based on intended use and desired level of detail, objective and subjective parameterization, and validation. Implementation issues are examined, such as model use, organizational aspects of model building, and evaluation of models on a cost-benefit basis. The model building process is examined through case studies that address critical marketing decisions.
Lecture
Credits: 3
Prerequisites: MBA 510, MBA 560