Marketing Science

Today’s complexity has pushed marketers and scholars to rethink the role of marketing. This calls for new tools needed to keep into account (dynamic) changes among the different players (from consumers to competitors) and across the various context (from environmental challenges to new channels).

In this course, we introduce seminal work in marketing, latest advancements, and modelling approaches. With marketing budgets under fire, companies demand marketing managers to act fast based on hard facts, to drive profitable growth and cut waste at the same time. Data overload, media fragmentation and multi-channel management have all complicated the challenge for marketers to prove and improve marketing performance. This calls for new tools needed to measure and evaluate the return on marketing investment.

These sessions will be instrumental in inspiring you towards new novel, relevant and impactful idea(s), but also in putting you in direct contact with some of the most successful thought leaders in Marketing Science today. To take full advantage from each session, read ahead the material and come prepared to discussed your own ideas.