Course Description: Applying economics modeling with market data and excel functions for developing marketing strategies. This will allow to learn how to link theories and its application with datasets into real world marketing strategies.
Course Objectives/ Student Learning Outcomes: Upon completion of this course, students will:
1. Be able to understand theoretical principles of the marketing strategies and discuss them in the context of real-world examples,
2. Be able to build understanding customers and markets,
3. Be able to develop marketing strategies based on such understanding of customers and markets, data analysis, and economics modeling,
4. Learn how to link marketing concepts, economics modeling, and excel functions together for developing marketing strategies

1. Microeconomics (CMEF 302) recommended.
If you understand the followings, it should be enough.
- Profit = Revenue - Cost
- Demand Curve
I will also go over some more if needed.

2. High school level knowledge on Calculus and Linear Algebra

10 homework assignments 60%
Academic Essay 20%
Participation 10%
Attendance 10%

1. Principles of Marketing Engineering and Analytics.
Author: Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn.
Publisher: DecisionPro, Inc.
2. Marketing Analytics: Strategic Models and Metrics.
Author: Stephan Sorger.
Publisher: CreateSpace Independent Publishing Platform.
3. Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques.
Author: Mike Grigsby.
Publisher: Kogan Page.
4. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Author: Mark Jeffery
Publisher: Wiley
5. Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
Author: Wayne L. Winston.
Publisher: Wiley.
6. Microsoft Excel 2019: Formula and Functions. Microsoft (not required, you can always Google it instead)
7. I will also provide more references when needed.

Topics to be Covered:
1. MS Excel to Summarize Marketing Data and Conduct Market Analysis
2. Optimization and Mathematical Programming in Economics
3. Pricing Strategies
4. Forecasting with Regressions Analysis
5. Consumers’ Wants and Needs
6. Market Segmentation
7. Retailing
8. Advertising
9. Internet and Social Marketing

Grading and Evaluation Procedures:
10 homework assignments 60%
Academic Essay 20%
Participation 10%
Attendance 10%

Major Teaching Methods: Lecture and Hands-on Practices
Special Instructional Platforms/Materials: None
Notice: No deadline extensions on homework assignment will be given unless prior approval to reschedule has been given by the instructor.