Beijing time complete simulation monday

Teaching Assistants Xiyuan Liu (Email: xyliu2019@nsd.pku.edu.cn; WeChat: wxid_1599836052811)

Wanyue Zhang (Email: wszhangwanyue1@163.com; WeChat: zwy_9_8)

Marketing professionals have long used data to measure campaigns and make marketing decisions. But with the advent of new channels and devices, marketers now have access to an unparalleled amount of data. Marketers need a more systematic way of analyzing data, unearthing insights, and using those insights to improve business outcomes.

Marketing Science revolves around understanding complex market dynamics and using various tools to predict outcomes and recommend actions. Marketing scientists exhibit broader collaboration across the business, greater impact on customer engagement and a more pervasive culture of data-driven decision-making.

•To provide students with practical experience of working with the range and types of data, models, and tools used in marketing science.

ASSESSMENT

•Recommendation: change your system language to English before installing JMP. In class we discuss English commands, and it might be difficult to follow if your JMP is in Chinese.

2

Class Participation:
Participation and discussion are imperative to engender a collaborative learning environment in class. You are expected to come prepared for each class meeting and actively contribute to class discussions. Please keep in mind that being able to articulate your thoughts in front of a group is a key skill you need to acquire in college. In addition, participation also enables you to develop the skill to present and defend your ideas as well as to see contrasting points of view. These skills can prove invaluable in your job interviews and forthcoming careers.

•To help ensure that participation is widespread, and that all students have the opportunity to participate, I am likely to cold call on students to comment on the discussion.

•Is the comment timely and does it advance the comments recently made by others?

•Does the comment move the discussion along by offering a new perspective?

In the individual assignment, you will practice estimating advertising effect based on data collected from a field experiment. Data are provided and you can use any software for your analysis.

3. Individual Project (30%)

Given the short duration of the course, it is infeasible to request you make contact with an actual firm, find a product line of interest, and draft a marketing plan. Accordingly, we use a computer simulation of a business to serve as a foundation for the marketing plan.

However, this assignment has a corollary purpose; to give you increased exposure to running a business. Thus, 10% of the overall grade will be predicated on your performance and 30% will be based on the video-recorded presentation (for total of 40%). Note that these two factors are not independent; strong marketing plans lead to strong performance.

The lecture topic dates are approximate. The previous material, including the schedule and evaluation procedures is subject to change in the event of extenuating circumstances. Such changes while not anticipated are possible. The instructor reserves the right to make changes to the syllabus.Any changes will be announced in class and/or via email.

ACKNOWLEDGMENTS