Current: Ph.D

MGT3052: Marketing (Syllabus)

The purpose of this course is to introduce students to the key questions and most common methods used in quantitative marketing. The practice of finance has transformed over the past several decades to be a primarily quantitative field, rooted in ideas from economics. I believe the same process is now happening in marketing. Marketing practice is increasingly quantitative. Many of the most exciting marketing companies in the world apply marketing principles in highly technical ways, including Google, Facebook, and Amazon. This transformation of practice was preceded by the rise of the field of quantitative marketing.