Shanghai University of Finance
and Economics
Course Syllabus
MRKT 5500 Professional Seminar: Marketing Engineering
Course
Term
Instructor
Name:
Phone:
Email:
Shenyu Li
65907875
li.shenyu@shufe.edu.cn
Catalog Description This course introduces quantitative marketing models with the aid of the
marketing engineering software. The course covers a range of classical
marketing models including business unit analysis/CRM model, brand
map, consumer segmentation and targeting, conjoint analysis, Bass model,
choice model and non-linear advertising response/resource allocation
model.
Marketing and Micro-economics or Statistics or Marketing Research
Prerequisites
The students are expected to apply the quantitative methods for real life
Course Level
Learning Outcomes marketing planning and decision. At the end of the term, students will learn
how to segment customers, identify attractive customers to target, determine the
best positioning of the brand in customers’ minds, develop new products that add
value to consumers and firms, understand and predict the new product diffusion
process, and optimize the marketing resources.
Materials
Gary L. Lilien and Arvind Rangaswamy (2004), Computer-Assisted
Marketing Analysis and Planning, Revised 2nd Edition, Decision Pro, Inc.
Trafford Publishing.
Software: Marketing Engineering for Excel V 1.6
Grading
Grading System
Assignments
Course Project – Quality
Course Project – Presentation
Class Participation
Final Exam
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Activities
Policy Statements:
University Policies
Letter
Grade
Numerical
Score
A
95-100% (4.0)
A-
90-94% (3.67)
B+
85-89% (3.33)
B
80-84% (3.0)
B-
75-79% (2.67)
C
60-74% (2.0)
F
59 & below (0)
30%
6%
4%
10%
50%
A/A– Superior graduate work
B+/B/B– Satisfactory graduate work
C Work that is barely adequate as graduate-level performance
CR Work that is performed as satisfactory graduate work (B– or better). A
grade of "CR”is reserved for courses designated by a department, involving
internships, a thesis, practicums, or specified courses.
F Work that is unsatisfactory
I Incomplete work
ZF An incomplete which was not completed within one year of the end of the
course. ZF is treated the same as an F or NC for all cases involving G.P.A.,
academic warning, probation, and dismissal.
IP In progress
NR Not reported
W Withdrawn from the course
The students are expected complete 7 assignments and 1 group case
study/presentation in class. Please refer to the course policies for detail.
University policies are provided in the current course catalog and course
schedules. They are also available on the university website. This class is
governed by the university’s published policies. The following policies are
of particular interest:
Academic Integrity and Honesty
The university is committed to the highest standards of academic integrity
and honesty. Students are expected to be familiar with these standards
regarding academic honesty and to uphold the policies of the University in
this respect. Students are urged to familiarize themselves with the
provisions of the Code of Student Behavior and avoid any behavior, which
could potentially result in suspicions of cheating, plagiarism,
misrepresentation of facts and/or participation in an offence. Academic
dishonesty is a serious offence. The punishment on academic dishonesty
will be in accordance with the university policies.
Drops and Withdrawals
Please be aware that, should you choose to drop or withdraw from
this course, the date on which you notify the university of your
decision will determine the amount of tuition refund you receive.
Please refer to the university policies on drops and withdrawals
(published elsewhere) to find out what the deadlines are for dropping
a course with a full refund and for withdrawing from a course with a
partial refund.
Special Services
If you have registered as a student with a documented disability and
are entitled to classroom or testing accommodations, please inform
the instructor at the beginning of the course of the accommodations
you will require in this class so that these can be provided.
Disturbances
Since every student is entitled to full participation in class without
interruption, disruption of class by inconsiderate behavior is not
acceptable. Students are expected to treat the instructor and other
students with dignity and respect, especially in cases where a
diversity of opinion arises. Students who engage in disruptive
behavior are subject to disciplinary action, including removal from
the course.
Student Assignments Retained
From time to time, student assignments or projects will be retained
by The Department for the purpose of academic assessment. In
every case, should the assignment or project be shared outside the
academic Department, the student's name and all identifying
information about that student will be redacted from the assignment
or project.
Contact Hours for this Course
It is essential that all classes meet for the full instructional time as
scheduled. A class cannot be shortened in length. If a class session
is cancelled for any reason, it must be rescheduled.
Course Policies
1, Textbook and course material preview and review before and after
the class are necessary. The instructor will introduce some fundamental
principles, modeling approach and tutorial in the classroom. The
supplement technical notes and written tutorial material are posted on the
website.
2, The instruction medium is mainly English accompanied by some
Chinese interpretation. You are encouraged to obtain a textbook in English
written by Lilien and Rangswamy (2004).
3, Class participation is an important component in the classroom
instruction. Interactive learning and teaching with the instructor enhances
the student’s learning experiences as well as the instructor’s knowledge of
students. Class participation is worth of 5 points in the grading system.
4, There will be 6 assignments. Each of them is worth 5 points in the
grading system. Students are expected to (1) submit the assignment in time
(please refer to the schedule below) to the instructor (2) in English (3)
without copying other’s work (4) due on the week immediately after the
week of instruction.
5, The final exam is a close book exam in English. Yet students could
ask the proctor to provide the translation for you. Students are expected to
answer the examination questions in English.
Weekly Schedule
Additional
Information
6, Course project should be conducted in a group with your classmates.
You should collect the data for your project, conduct an independent
analysis and present your case study in the final class. The topics could be
discussed with the instructor. The course project is worthy of 10 points in
the grading system.
Please refer to the following table.
The course offers four types of learning material. The textbook is to
introduce the marketing engineering concepts. The technical notes
introduce the fundamental statistical/mathematical techniques for modeling
purpose. The tutorials specify the way of applying marketing engineering
software to solve the marketing planning/decision problems
Week
1
2
3
4
5
6
7
8
Time
Weekly Schedule
Contents
Textbook Chapter (C)
Technical Notes (N)
Tutorial (T)
 Introduction to the
(C) Chapter 1:
syllabus
Introduction
 Introduction to Marketing (T) Getting started
Engineering
with ME/XL
 Multi-way presentation of (C) Chapter 6: Models
data
for Strategic
 Strategic Marketing
Marketing Decision
 Customer Relationship
Making
Management
(T) GE/McKinsey
portfolio
 Market Positioning
(C) Chapter 4:
Differentiation and
Positioning
(N) Positioning
(C) Chapter 3:
Segmentation and
Targeting pp. 61-95
(N) Segmentation and
Targeting
 New Product
(C) New Product
Development
Decisions
 Conjoint Analysis
pp. 233-251
(N)
Conjoint analysis
 New Product Diffusion
(C) New Product
 Bass
Model
and Decisions
extension
pp. 253-261
(N) Bass Model
 Choice Model
(C) Chapter 3:
Segmentation and
Targeting
pp. 97-102
(N) Choice Model
 Advertising and
(C) Chapter 8:
Communications
Advertising and
 Non linear advertising
Communications
response
(N) Response model
 Optimization
(N) Solver
 Course Project
Presentation
 Course Review
 Segmenting
and targeting
the consumers
Assignment
Assignment 1:
Customer
Relationship
Management
Assignment 2:
Brand map
Assignment 3:
Segmentation
and
Targeting
Assignment 4:
Conjoint
Analysis
Assignment 5:
Bass Model
Assignment 6:
Choice Model