Course in O.R. in Marketing

Indian Institute of Management Calcutta
In Kolkata

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Important information

  • Course
  • Kolkata

Important information

Where and when

Starts Location
On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
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Course programme

Courses Objectives:
This course will review selected operations research applications that have been useful in marketing decision-making and show the potential of models in marketing. The emphasis will be on understanding the modeling aspects and the related marketing issues. The focus will not be on any particular theory in marketing nor on the details of solution techniques.

Course Description:
The topics covered will be:
-Marketing Decision Making and Modeling
-Consumer Behaviour & Market Segmentation
-Demand Analysis & Demand Forecasting
-New Product Design & Marketing
-Advertising and Promotion
-Sales Force Planning
-Models for E-Marketing
-Marketing Strategy and Competitive Response

The course will be taught through lectures, assigned readings and supervised projects.

Text: Marketing Models - Lilien, Kotler & Moorthy (Prentice Hall)

Reference: Marketing Engineering - Lilien & Rangaswamy (Addison-Wesley)
Building Models for Marketing Decisions- Leeflang, (Kluwer)

Course Grading:
In-class tests 40%
Take-home midterm 15%
Term Project 35%
Class Participation 10%

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