MG4F2      Half Unit
Marketing Analytics II: Analytics for Managing Innovations, Products and Brands

This information is for the 2017/18 session.

Teacher responsible

Prof Om Narasimhan NAB.5.06


This course is available on the Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Marketing, MSc in Strategic Communications and TOMNCEMS. This course is available with permission as an outside option to students on other programmes where regulations permit.


For MSc in Marketing students - completion of MG4E9 Marketing Analytics I: Consumer Analysis.

For non-MSc in Marketing students - completion of MG4B3 International Marketing: A Strategic Approach or MG4E2 Marketing Management.

Students taking this course are expected to be able to demonstrate a strong foundation in quantitative analysis.

Course content

Marketing managers make ongoing decisions about product features, prices, advertising (online and offline), distribution options, sales compensation plans, and so on. In making these decisions, managers choose from among alternative courses of action in a complex and uncertain world. Increasingly, in this age of Big Data, companies that emerge as market leaders tend to be the ones that employ sophisticated Marketing Analytics. This sequel course in Marketing Analytics will entail a deep-dive into the state-of-the-art Marketing Analytics models that allow managers to make scientific decisions regarding launching new products or innovations and managing more mature products and brands.


30 hours of lectures in the LT. 2 hours of lectures in the ST.

Formative coursework

Students will be expected to produce 1 case study in the LT.

The formative coursework will be an in-depth case/mini-dataset analysis, with two components to it. One component will help prepare participants for the Marketing Analytic II Project (i.e., more conceptual applications, using social science theories and frameworks to make sense of real-life “messy” cases), and the other component will help prepare participants for the Final Exam (i.e., application of theoretical as well as more analytical frameworks and data analysis that has a more clear pattern of right or wrong answers).

Indicative reading

• Lilien GL, Kotler Ph, Moorthy KS. Marketing Models. Prentice Hall: Englewood Cliffs, 1992

• Leeflang PSH, Wittink DR, Wedel M, Naert PA. Building Models for Marketing Decisions. Kluwer Academic Publishers: Dordrecht / Boston 2000.

• Hanssens DM, Parsons LJ, Schultz RL. Market Response Models: Econometric and Time Serie Analysis. Kluwer Academic Publishers, Boston 2001.

• Lilien GL, Rangaswamy A. Marketing Engineering, 2nd edition. Prentice Hall: Upper Saddle River, NJ, 2003.

• Little JDC. Models and Managers: The Concept of a Decision Calculus. Management Science 1970; 16: B466-B485.


Exam (60%, duration: 3 hours) in the main exam period.
Presentation (30%) and class participation (10%) in the LT.

Key facts

Department: Management

Total students 2016/17: Unavailable

Average class size 2016/17: Unavailable

Controlled access 2016/17: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills