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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)S.NASINI

Pré requis

Students are expected to have completed a basic course in Statistics and/or Data Analysis, and to have a basic knowledge of Economic Theory.

Objectifs du cours

1) Understanding the consumer theory and the construction of demand functions;
2) Understand "marketing mix modeling" approaches to assess marketing performance;
3) Building data-driven demand functions;
4) Select among econometric techniques to estimate the impact of marketing tactics;
5) Analyze marketing decisions based on "network models of social influences";
6) Apply "influencer marketing" approaches.

Contenu du cours

This is a course in mathematical modelling for marketing analysis and evaluation, which is designed to enable students to correctly assess the performance of marketing strategies. It is based on the use of statistical and computational methods, which allow decision makers to select the optimal strategy under a variety of market conditions. The course introduces the students to MMM (Marketing Mix Modelling) approaches to estimate the impact of marketing strategies on sales and to forecast the impact of future strategies. A special attention is given to the Consumer Theory, the construction of Demand Functions, and the Network Models of Social Influences. Statistical software, such as R and Excel, are used to study empirical cases and carry out quantitative analysis.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings8,00   From the list of recomended reading
Independent study
Group Project8,00   Students are assigned to small groups
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • E-learning
  • Coaching


The students evaluation is based on a written final exam and a group project.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00160,00
Group Project8,00140,00
TOTAL     100,00


  • Gerald J. Tellis, Chapter 24, Modeling Marketing Mix, publisher University of Southern California Online available at Consumer Theory: -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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