FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4211: MARKET ANALYSIS, DEVELOPMENT & FORECASTING
SPRING SEMESTER 2014
Monday, Wednesday and Friday, 3:00 PM-3:55 PM
A.COURSE SYLLABUS
Instructor:
Vasu Unnava, Ph. D.
Office Hours: By Appointment & Special Hours
For EXAMs and Quizzes
Email:
unnava.2@ fisher.osu.edu
Office:
Telephone:
URL:
Class:
Lab
313 Fisher Hall
(614) 292 3212
Carmen.osu.edu
SB215, 3:00 PM-3:55 PM
SB219, for labs 2-6.
Text book:
1. Online version of the book (ebook), “Business Forecasting with ForecastXTM” by J. Holton
Wilson, Barry Keating, John Galt Solutions, Inc., 6th edition, available for download. Download
instructions are posted on CARMEN. ForecastXTM CD is NOT required. We will follow chapters one
through six.
Optional Material:
2. Online open access book on ‘Forecasting: principles and practice’ can be found at:
https://www.otexts.org/book/fpp
Supplementary Course Material
All other course materials such as class slides, lab instructions and study guides will either be made available
on CARMEN or given out in the class.
Course Objectives:
Quantitative analytical procedures are gaining importance in the field of marketing. Marketing professionals
are facing many challenges due to changes in customer demands, competitive environment, and influence of
internet on marketing decisions. The objective of Market analysis, development and forecasting course is to
learn about quantitative methods to understand consumer behavior, market attractiveness, sales and market
share, process of product diffusion in the market place and ultimately, able to forecast product potential with
high degree of accuracy.
Class Format
Class sessions will be utilized to summarizing the important concepts and discuss their applications. Reading
relevant assignments before the class and active participation will lead to enriched learning experience in this
classroom. Lectures will focus on main parts of the material and typical class session involves lecture,
discussions and group activities. Lab sessions will be typically application of material discussed in the
classroom to analyze data.
Course Evaluation
Your grades will be evaluated as follows:
1. Quizzes, Best Five out of Six
3. Lab Submissions, Best Five out of Six
4. EXAM
TOTAL
Bio BONUS
TOTAL
VASU UNNAVA
35%, (7% each Quiz, Five Quizzes)
35%, (7% each Lab, Five Labs)
30%
100%
1%
101%
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
Page 1 of 7
IMPORTANT NOTE: Re-grading requests will be accepted in writing on a paper (emails are NOT accepted)
within 1 week of receipt of the grade.
Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79 %
2.3
A= 90-93 %
3.7
C
= 73-76 %
2.0
B+
= 87-89 %
3.3
C= 70-72 %
1.7
B
= 83-86 %
3.0
D+
= 67-69 %
1.3
B= 80-82 %
2.7
D
= 63-66 %
1.0
E
= below 62
1. Quizzes: 35%, (7% each Quiz, Best Five Quizzes out of Six Quizzes)
There will be 6 online quizzes during the semester and best five scores will be counted. The dates for
quizzes are given in the syllabus. Questions will come from the lecture and textbook topics. Each
quiz will contain about 14 multiple choice questions. Quiz timings will be posted on CARMEN. You
will need a calculator.
2. Lab Sessions: 35%, (7% each lab, Best Five out of Six Lab submissions)
You will use EXCEL and SPSS packages to conduct data analysis. There are six lab sessions
scheduled in the course. Meeting place for lab sessions is given in the course syllabus (page 5). After
each lab, you will submit your lab files in a drop box on CARMEN. Instructions to lab sessions will
be posted on CARMEN before the start of the lab. You can work in a group of two or three students
for lab sessions.
3. EXAM: 30% of total points
The final EXAM will consist of multiple choice questions based on lecture notes, class discussions,
lab sessions and the required textbook. Students are responsible for all topics in the assigned chapters
of the textbook whether or not they were discussed in class. Each exam will contain about 40-60
multiple choice questions. You will find additional details on Final Exam on CARMEN. You will
need a calculator.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (emails do not get credit) with your
picture by Jan 13, 2014 Monday.
IMPORTANT NOTE ABOUT BUS ML 4211, 7 WEEK, 1.5 Credit Course:
The University and College expectation is that students spend two hours outside of class for every
hour spent in class. Since this course meets 3 hours per week, you should expect to spend 6 hours
per week outside of class on course-related work.
VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4211: MARKET ANALYSIS, DEVELOPMENT & FORECASTING
B. IMPORTANT NOTES
Important Notes

All quiz dates, exam dates, and assigned reading due dates are included in the Course Outline.
Please make note of these dates and plan your semester accordingly. If you are unable to
attend a class, please notify me by email unless it is an emergency. With a valid written
excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid
written excuse, missed exams or quizzes will recorded as zero pints.

You are encouraged make use of the office hours. Besides office hours, you are welcome to
set-up appointment. E-mails should not be seen as an alternative to class participation. Not
all questions can be effectively answered by e-mail. The response to any e-mail question can
be suggesting a one-on-one meeting, or by addressing the question during next class session

Please let me know if you have a disability and need accommodations to make the learning
environment more effective.

You are responsible for everything that takes place in class, including changes to assignments
or schedules, whether you are present or not. If you must miss class, please arrange with a
classmate to share notes and insights.

Please come to class on time. Do not engage in side conversations. Turn off your cell
phones, music players and pagers before you come to class. Do not take calls. No texting
is permitted in the class. They cause the class to become distracted from the main issues.

Important NOTE: You can bring laptops and calculators to class and instructor will
inform when to use laptops in the class for class work.

Late arrivals, moving in and out of class room or using computers in the class room for
activities such as social networking/emails will cause a letter grade deduction from your
final grade.
VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you
review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:

The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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BUS M&L 4211: MARKET ANALYSIS, DEVELOPMENT & FORECASTING
SYLLABUS for SPRING SEMESTER 2014*
VASU UNNAVA
Index Date
Day Content
1
2
3
4
6-Jan
8-Jan
10-Jan
13-Jan
M
W
F
M
Syllabus
Pricing and Profitability
Market Size and Market Share
Market Size and Market Share, In-class work
5
6
15-Jan
17-Jan
20-Jan
22-Jan
W
F
M
W
24-Jan
27-Jan
29-Jan
31-Jan
3-Feb
5-Feb
7-Feb
10-Feb
12-Feb
14-Feb
17-Feb
19-Feb
21-Feb
FW
F
M
W
F
M
W
F
M
W
F
M
W
F
Forecasting: Quantitative and Qualitative Methods
Forecasting: New product Forecasting
Martin Luther King Day -No Classes
Forecast Process: Data Considerations, and Model
Selection
Lab 2 (meet in SB219)
Moving Averages and Exponential Smoothing
Moving Averages and Exponential Smoothing
Lab 2(meet in SB219)
Introduction to Forecasting with Regression Methods
Introduction to Forecasting with Regression Methods
Lab 4 (meet in SB219)
Forecasting with Multiple Regression
Forecasting with Multiple Regression
Lab 5 (meet in SB219)
Time Series Decomposition
Time Series Decomposition
Lab 6 (meet in SB219)
EXAM Online,
Timings: 8:00 AM 2/22/14 till 11:00 PM on 25/2/14
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Readings/
Assignments
Class Notes
Class Notes
Lab 1
Bio Sheet Due
Chapter 1
Online Quiz 1
Chapter 2
Online Quiz 2
Chapter 3
Chapter 3
Online Quiz 3
Chapter 4
Chapter 4
Online Quiz 4
Chapter 5
Chapter 5
Online Quiz 5
Chapter 6
Chapter 6
Online Quiz 6
Class notes, Ch1-6
*Important Note: Subject to change if necessary. Check CARMEN course website for important notes, PPT
slides, and announcements.
VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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Due: Jan 13, 2014 Monday, by the start time of class.
BUS M&L 4211: MARKET ANALYSIS, DEVELOPMENT & FORECASTING
SPRING SEMESTER 2014
BIO SHEET: Bonus Opportunity
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
1. Major:
2. Have you worked on marketing projects as part of your work or internship? If so, list
the projects?
3. If you have worked on marketing projects, describe your work/analysis and interesting
findings.
4. One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
VASU UNNAVA
BUS M&L 4211: Market Analysis, Development & Forecast, SPRING 2014
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