IIMA - Course Catalogue
Seminar on Quantitative Models in Marketing
Prof. Soumya M,
Prof. Ramanathan S
Course Description & Objectives
This course aims to introduce the students to quantitative methods used in research in Marketing. We would look at empirical and analytical methods separately. Professor Mukhopadhyay would deal with empirical methods while Professor Subramaniam would take the sessions on Analytical methods. Most sessions would involve discussion and presentation of research works in economics and marketing. Of the 25 sessions, there would be 15 sessions on empirical methods and 10 on analytical methods. The sessions dealing with empirical methods would draw on econometrics while those on analytical methods would draw from applied game theory. The course aims to expose the students to important concepts in econometrics, statistics and game theory as used in research in marketing. It will also cover some representative papers on applications of such approaches to find solution to marketing problems. The outcome should be broad exposure to theory and applications of quantitative models to marketing problems in a wide variety of areas.
The primary objectives would be:
To introduce a wide range of quantitative approaches - empirical and game theoretic to tackle a wide range of research problems relevant to marketing academicians.
To expose students via a “hands on” approach to modelling where the students would learn to model original research questions that they come up with. While is important for both aspects (empirical and analytical), there would be at least one assignment involving the development of a research question and formulation of a model to investigate it.
For each topic/session, there will be readings (usually 3-4 research articles) that the students are expected to read, understand and discuss.
The course should lead to the students having at least one workable research idea (with basic problem and literature review). This would be the project for the course
This course will follow a seminar format. Presentations and class discussions of articles/research papers/book chapters will be two key pedagogical tools for this course. Participants will be required to come prepared to class after reading the articles/research papers/book chapters assigned for the session (representative of the topic covered in the session). They will have to present a short summary and critique of readings assigned to them and then be prepared for a general discussion.
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