15.825 MARKETING DECISION SUPPORT

CLASS SCHEDULE

	Mon	Wed
Sept		9	Introduction. Information for marketing decisions
1. Scanner Data in Modern Brand Management
	14		Marketing decision support systems.
			Little, "Information Technology in Marketing." Little and Cassettari, "Decision Support Systems for Marketing Managers."
		16	Assignment 1 due: Features, displays, and price-cuts
	21		Brand planning. Promotional productivity.
			Abraham and Lodish, "An Implemented System for Improving Promotion Productivity Using Store Scanner Data." Little, "Integrated Measures of Sales, Merchandising, and Distribution"
		23	Marketing-mix models for individual customers.
			Little, "Modeling Market Response in Large Customer Panels
			Assignment 2 due: Promotional productivity Download Data for Assignment 2
	28		Modeling marketing mix decisions with the multinomial logit.
			Guadagni and Little, "A Logit Model of Brand Choice Calibrated on Scanner Data" Guadagni and Little, "When and What to Buy: A Nested Logit Model of Coffee Purchase"
		30	Outside speaker: Gordon Armstrong
			Senior Marketing Information Scientist, Ocean Spray Cranberries, Inc.
			Assignment 3 due: Fact-based selling Download Data for Assignment 3
2. Database Marketing
Oct	5		Database marketing is direct marketing brought up to date.
			Blattberg and Deighton, "Interactive Marketing: Exploiting the Age of Addressability,"
		7	Targeting methods. Response modeling for direct marketing. Relationship marketing.
			Lilien and Rangaswamy, Tutorial, skim 67-85, read 86-88.
			Assignment 4 due: Logit model of customer purchase behavior.
	12		NO CLASSES
		13	Outside speaker: Greg Holzwarth
			Epsilon Systems, Inc. "Database Marketing"
		14	Data mining techniques.
			Assignment 5 due: Bookbinders book club 1. Ques. 1, 2, and 3 for linear regression only.
	19		Neural Networks.
			Lilien and Rangaswamy, Text, 140-143.
		21	Direct marketing: Models that include purchase size.
			Assignment 6 due: Bookbinders book club 2. Ques. 1, 2, and 3 for binary logit only.
(End of H1: Oct 23)
3. Marketing Models for Decision Making
	26		Outside speaker: Steven Gaskin
			The Delphi Group "Applying Marketing Models in Practice"
			Lilien and Rangaswamy, Text, Chap 2
		28	Sales force allocation decisions; CALLPLAN.
			Lilien and Rangaswamy, Text, 262-7 Little, "On Model Building"
			Assignment 7 due: Bookbinders book club 3. Ques. 1, 2, and 3 for neural nets, plus Ques. 4.
Nov	2		Decision calculus models; BRANDAID marketing mix model.
			Little,"Managers and Models: The Concept of a Decision Calculus" Little, "BRANDAID: A Marketing Mix Model"
		4	Advertising decisions.
			Lilien and Rangaswamy, Text, Chap 8
			Assignment 8 due: Term paper proposal.
	9		Sales force decisions: case discussion.
			Assignment 9: Syntex Laboratories Case (Lilien and Rangaswamy, Tutorial, p265)
		11	NO CLASSES
	16		Price and promotion decisions.
			Lilien and Rangaswamy, Text, Chap 10,
		18	Assignment 10 due: ABB Electric.
4. Decision Support and the Internet
	23		Marketing and the internet.
			Ceglowski, Liu, Qui, Sim, "Revenue Generating Models for Web Commerce" Barros, Billante, Deley, Nores, "The Value of E-Commerce" Matsuda, Rosenstein, Scovitch, Takamura, "Direct Marketing on the Internet"
		25	Assignment 11 due: INFORMS International Marketing
	30		Internet shopping; groceries on the web.
			Alba et al., "Interactive Home Shopping and the Retail Industry" Haubl and Trifts, "Consumer Decision Making in Interactive Online Shopping Environments"
Dec		2	Destructive price competition is spooking retailers.
			Bakos, "Reducing Buyer Search Costs: Implications for Electronic Marketplaces" Lynch and Ariely, "Interactive Home Shopping: Effects of Search Cost for Price and Quality Information"
	7		Outside speaker: Hart Singh, ChewsGroups Inc.
		9	Trust-based marketing. Wrap up.
			Urban, "Trust Based Marketing on the Web."
			Assignment 12 due: Term paper.