Not available in 2020/21
MG513      Half Unit
Marketing: Quantitative Modelling

This information is for the 2020/21 session.

Teacher responsible

Prof Om Narasimhan NAB 5.06

Course content

Requiring some understanding of calculus, probability, statistics and matrix algebra, the course is designed to develop the quantitative foundations for marketing decisions. Both theoretical models which help analyse marketing issues, and decision-support models will be covered. Features of the course include a focus all marketing decisions: product, pricing, advertising, salesforce and distribution. All necessary analysis tools from resource allocation models to NEIO (New Empirical Industrial Organization) models will be discussed. A comprehensive set of exercises will enable students to test their knowledge of models and their understanding of the material discussed in class. The course will also incorporate recent research findings in all aspects of marketing including online marketing and social media marketing.


30 hours of seminars in the LT.

Formative coursework

Students will be expected to produce 1 essay and 1 essay in the LT.

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.


Essay (40%, 2500 words), essay (40%, 2500 words), essay (5%, 1200 words), essay (5%, 1200 words), essay (5%, 1200 words) and essay (5%, 1200 words) in the LT.

Participants will be required to write 4 short 2-page critiques of a paper from the reading lists in order to demonstrate their understanding of an area/topic (these critiques might involve the analysis of a dataset as well), and (b) develop 2 new research ideas (throughout MT) that will help participants advance the current state of knowledge. An additional preliminary critique paper and research idea paper will be used as formative assessments.

The latter two new research idea papers, weighted 40% and 40% respectively, will be used as the summative assessment components. The balance 20% of the grade will be based on the last 4 short, 2-page critiques of specific papers in the reading list.

Important information in response to COVID-19

Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.

Key facts

Department: Management

Total students 2019/20: Unavailable

Average class size 2019/20: Unavailable

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