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MARK 621 - Survey of Marketing Models Research

3 credit hours

This PhD seminar systematically exposes students to marketing research that leverages quantitative models to address a variety of marketing problems, most often concerned with market reactions to firm decisions (e.g., channel design, sales force allocations, product design, and competitive positioning). The course surveys quantitative research in marketing with the goal of (1) familiarizing students with research in the domain, (2) providing students with the training necessary to critically evaluate quantitative marketing research, and (3) affording students an alternative perspective for exploring marketing phenomena of interest.