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T2155.Marketing Models

The document outlines the course 'Marketing Models' offered by Symbiosis International (Deemed University), detailing its objectives, recommended books, course outline, prerequisites, evaluation methods, and pedagogy. The course aims to equip students with the ability to apply quantitative techniques to marketing management issues and improve decision-making effectiveness. It covers various topics including consumer behavior models, product design models, and distribution strategies.

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dhruvang desai
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38 views2 pages

T2155.Marketing Models

The document outlines the course 'Marketing Models' offered by Symbiosis International (Deemed University), detailing its objectives, recommended books, course outline, prerequisites, evaluation methods, and pedagogy. The course aims to equip students with the ability to apply quantitative techniques to marketing management issues and improve decision-making effectiveness. It covers various topics including consumer behavior models, product design models, and distribution strategies.

Uploaded by

dhruvang desai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY)

(Established under section 3 of the UGC Act 1956)


Re - accredited by NAAC with ‘A’ Grade
Founder: Prof. Dr. S. B. Mujumdar, M.Sc.,Ph.D. (Awarded Padma Bhushan and Padma Shri by President of India)

Course Name : Marketing Models


Course Code : T2155
Faculty : Management
Course Credit : 2
Course Level : 4
Sub-Committee (Specialization) : Marketing
Learning Objectives :
Apply their knowledge to explain the marketing phenomena or observations taking place
in the market.
Illustrate the quantitative techniques used to resolve marketing management issues.
Predict the outcomes for marketing actions.
Develop operational support for marketing decisions as a consequence of above
Develop the attitude of using tools and models for improved marketing decision
effectiveness.
Books Book Author Publisher
Recommended :
Handbook of Marketing Decision Models Berend Wierenga
(International Series in Operations
Research & Management Science)
Marketing Engineering, Revised Second Gary L. Lilien , Arvind
Edition Rangaswamy
Marketing Metrics: The Definitive Guide Paul W. Farris , Neil T. Bendle,
to Measuring Marketing Performance Phillip E. Pfeifer , David J.
(2nd Edition) Reibstein
Marketing Models by Gary L. Lilien, Philip Kotler Prentice Hall India.
and K. Sridhar Moorthy
Quantitative models in Marketing by Francis ,PH & R.Paap Cambridge Press
research
Course Outline : Contact
Actual
Sr. Hours
Topic Teaching
No. Equivale
Hours
nce
1 Introduction to Theory and models in Marketing 1.5 0
2 Consumer Behaviour Models : 1.5 0
3 Stochastic models 1.5 0
4 Customer valuation models. 1.5 0
5 Product design models 1.5 0
6 Promotion Models: 1.5 0
7 Media selection and scheduling, 1.5 0
8 Conceptual structuring of Gross rating points (GRP) 1.5 0
9 Markov switching of brands in the purchase consideration 1.5 0
10 Advertising decay rate calibration and GRP management 1.5 0
11 Linear program structuring to maximize impact or to reduce 1.5 0
costs Effectiveness of advertising spend (V_W model +
Integrative models)
12 Modelling sales force problems. 1.5 0
13 Distribution Models: 1.5 0

Page: 1
14 distribution strategy 1.5 0
15 distribution location 1.5 0
16 distribution logistics, 1.5 0
17 Balderstone model of intermediaries, 1.5 0
18 New Product Planning : 1.5 0
19 Innovative Diffusion of innovation, 1.5 0
20 Innovative+ Imitative +PRB Diffusion of innovation 1.5 0
Total 30 0
Pre Requisites :
Knowledge of Matrix Algebra, Statistics and Quantitative Methods
Evaluation :
Numerical assignments on each model
Term Paper on select model for literature review on its use and research
Pedagogy :
Case studies
Linking verbal model and mathematical models
Numerical on each model

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