Syllabus overview (public)

Programme	Master in Management
Academic Year	Academic Year 2023/2024
Module/course Code	MA0D
Delivery location	Paris
Language	English
Course type	Elective courses 15h
Contact hours	30
ECTS M1 before 2020	2
ECTS M1 from 2020	2.5
Level	5 (year post baccalaureate)
Semester	Summer
Module name	Quantitative Marketing Models
Field (Discipline)	Marketing
Academic Department	Marketing

Outline

Module/course Summary

As quantitative information about markets and marketing actions becomes more widely available, the modern marketing manager is presented with a new challenge and opportunity: how to analyse this information accurately and efficiently, and how to use it to enhance marketing productivity. Marketing models are tools for achieving these objectives. This course introduces the student to the state−of−the−art in implementable marketing models. The emphasis is on models that are based on the statistical interpretation of historical data available to the company. As such, the course focuses on marketing decisions for established products.


The sessions are devoted to the presentation and discussion of various modelling techniques, along with examples of their use and estimation. The lectures are often accompanied by assigned readings. These readings are an integral part of the course. The R Studio with be used as themain software to run the analysis and exercises, together with a self-read tutorial on how to use R for each session.

Pre-requisite

Students should have taken an introductory marketing course and being familiar with the general principles of statistics, econometrics and linear model (OLS, hypothesis testing, ...). Moreover, it is advisable to have knowledge about marketing research (i.e. segmentation analysis).