Frances and Pei-Yuan Chia Professor
Professor of Marketing
Research Interests: lifetime value of the customer, sales forecasting for new products, using behavioral data to understand and forecast shopping/purchasing activities across a wide range of industries. managerial applications focus on topics such as customer relationship management
Managing the Value of Customer Relationships
Applied Probability Models in Marketing
MKTG776 - Applied Probability Models in Marketing
This course will expose students to the theoretical and empirical "building blocks" that will allow them to develop and implement powerful models of customer behavior. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as new product sales forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These same techniques are also very useful for other types of business (and non-business) problems. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical.