Marketing

This syllabus is only as an informative orientation for new students.
Every academic year, professors will give to the students the updated syllabus with the exact contents and evaluation system.
 

Javier Cebollada, PhD (UPNA)
cebollada@unavarra.es

Marta Arce, PhD (UPNA)
Marta.arce@unavarra.es

 

OVERVIEW

The purpose of the course is to introduce the students to some of the hot topics in Marketing, following a mix between a managerial and analytical perspective. This perspective will be somewhere in between the practitioner level and the academic research level.

After an introduction to marketing intended to refresh students who have taken marketing courses before, and to introduce marketing to students who never took any marketing course, the following topics will be covered:

  • Individual based segmentation and targeting
  • Customer Lifetime Value (CLV)

 

CONTENT

Session 1. 

  • Course presentation.
  • Introduction to Marketing.  
  • Marketing Strategy.

Readings

  • Session materials
  • (University of Minnesota Libraries Publishing, 2015) chapters 1, 2 and 5

Optional readings

  • Kotler, P. (2017) Marketing Management, Pearson, chapters 1, 2 and 7

 

Session 2.

  • Individual-based segmentation and targeting

Readings

  • Session materials
  • (Gary L. Lilien, Rangaswamy, & Bruyn, 2017)
  • (Elshiewy, Guhl, & Boztug, 2017)

Optional readings

  • (Ascarza, Fader, & Hardie, 2017)
  • (G L Lilien, Kotler, & Moorthy, 2009)

 

Session 3.

  • Case ABB Electric

Readings

  • Case ABB materials
     

Session 4.

  • The CLV concept
  • CLV segmentation and targeting
  • Factors affecting CLV
  • Customer Relationship Management (CRM)

Readings

  • Session materials
  • (Gupta & Lehmann, 2003)

Optional readings

  • (Gupta, Lehmann, & Stuart, 2004)
  • (Gupta & Lehmann, 2005)

 

Session 5.

  • CLV exercises

Readings

  • Session materials

 

Session 6.

  • Case Royal Bank of Canada
  • Final paper details

Readings

  • Case RBC materials

 

Reading’s papers

References

Ascarza, E., Fader, P. S., & Hardie, B. G. S. (2017). Marketing models for the customer-centric firm. In International Series in Operations Research and Management Science (Vol. 254, pp. 297–329). https://doi.org/10.1007/978-3-319-56941-3_10

Elshiewy, O., Guhl, D., & Boztug, Y. (2017). Multinomial Logit Models in Marketing - From Fundamentals to State-of-the-Art. Marketing ZFP, 39(3), 32–49. https://doi.org/10.15358/0344-1369-2017-3-32

Gupta, S., & Lehmann, D. R. (2003). Customers as assets. Journal of Interactive Marketing, 17(1), 9–24. https://doi.org/10.1002/dir.10045

Gupta, S., & Lehmann, D. R. (2005). Managing Customers as Investments: The Strategic Value of Customers in the Long Run.

Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004). Valuing Customers. Journal of Marketing Research, 41(1), 7–18. https://doi.org/10.1509/jmkr.41.1.7.25084

Lilien, G L, Kotler, P., & Moorthy, K. S. (2009). Marketing models. Trafford.

Lilien, Gary L., Rangaswamy, A., & Bruyn, A. De. (2017). Chapter 3 Targeting Individual Customers. In Principles of Marketing Engineering and Analytics, 3rd Edition. Retrieved from https://books.google.es/books?hl=es&lr=&id=ko0mDwAAQBAJ&oi=fnd&pg=PR7&dq... marketing engineering&f=false

University of Minnesota Libraries Publishing. (2015). Principles of Marketing. In Principles of Marketing. https://doi.org/10.24926/8668.1901

 

Optional resources

  • Interview with the Dean of the Chicago School of Business

“The debate between theory and practice”

https://video.ft.com/v/1044030606001

 

  • IBM Marketing Analytics (CLV, customer acquisition, etc)

https://www-01.ibm.com/software/analytics/rte/an/customer-analytics/index.html

 

  • Malcom Gladwell Choice, happiness and spaghetti sauce, Ted Talks video,

https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html

 

  • BRiTE (Brand, Innovation, Technology) conferences, Center for Global Brand Leadership, Columbia Business School

https://www.briteconference.com/BRITE14/

 

 

COURSE SCHEDULE

  • See course introduction handout

 

EVALUATION

  • 60% Class assignments and participation
  • 40% Final paper. There two options for the final paper. The student will choose one.
  • Option 1. Article review. A list of articles will be given to the students. The student should choose one and find at least one more related. Then, write a review of 5-10 pages of the topic.

List of papers:

  • (Elshiewy et al., 2017)
  • (Gupta & Lehmann, 2003)
  • Option 2. Research project. (5-10 pages) The idea is no to write a full paper, but to choose a topic of interest related to the course, and show clearly what would be the steps to do a research on it. This could be the beginning of the master’s thesis. The paper should include the following sections (tentative):

 

  1. Introduction
  2. Definition of the topic, why it is important, why companies/society would be interested in this research and in its results
  3. State clearly the RQ's: Research Questions
  4. Show briefly how you are going to do the research. Write a scheme of the rest of the paper
  5. (Brief) Literature review. What other relevant papers say about the topic
  6. Methodology you would follow. Describe clearly the steps and the content of your research.
  7. What are the hypotheses (if any), the model, the data (there should be ready available data or, in other case, describe the data you would need and how you would get it), the variables, the statistical/econometric analysis to be done, etc. (Since it is just a research project, you do not have to do the analysis)
  8. What would be the implications for management if the hypotheses were confirmed.
  9. Bibliography

 

See more details in the course introduction handout