Sales and Marketing for Technologists and Engineers

This is a weekly graduate seminar in sales and marketing, especially focuses on computational advertising related topics. Students read technical papers from recently published research journal articles and conference proceedings and present in class. Guest lectures may supplement the student presentations.

Location

UCSC Main Campus: Baskin Engineering 156

UCSC Silicon Valley Center: Room 116

Time *

Mondays 5:00 p.m. – 6:00 p.m.

* To make up for the first week, and ONLY for next week, we will meet Wed (10/8) noon-2 pm, at UCSC. (Please wait for instructor's email to reconfirm date, time and location)

Instructor

Prof. Ram Akella

Email: akella (at) soe.ucsc.edu

Cell: 650-279-3078

Skype: ramakella1

Office: E2-563 at UCSC, Room 322 at SVC

 

Topics to Be Covered

- Sales and Marketing

  • 1. Intro
  • 2. Market Segmentation (Targeting and Positioning)
  • 3. Brand Choice
  • 4. Customer satisfaction, factor analysis, path models
  • 5. Perceptual maps and Multidimensional scaling
  • 6. New Product development/decisions  and conjoint analysis
  • 7. ROI,  Experiments, and ANOVA
  • 8. Advertising, attribution, media mix, multi/omni channel
  • 9. Pricing and sales promotions
  • 10. Salesforce and channel decisions
  • 11. Word-of-mouth, viral, social network based marketing and sales
  • 12. Strategic marketing decision making- Market  entry-exit etc.
  • 13. Market response models, including dynamic models
  • 14. Classical marketing models

- Computational Advertising

  • 1. Landscape
  • 2. marketplace and economics - Exchanges, etc.
  • 3. Display advertising -1 & 2
  • 4. Textual advertising/sponsored search 1 & 2
  • 5. Targeting
  • 6. Recommender systems
  • 7. Mobile, vdeo etc.

Reference Books (we will update more advenced books later)

1. Principles of Marketing Engineering 2nd Edition, Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn, ISBN: 978-0-9857648-0-7

2. Marketing Models: Multivariate Statistics and Marketing Analytics, Dawn Iacobucci, ISBN: 978-1-111-52584-2

3. Marketing Engineering Revised 2nd Edition, Gary L. Lilien, Arvind Rangaswamy, ISBN: 1-4120-2252-5

 

Belows are a list of recently published papers and useful references. We will update and increase the total numbers of papers and add more in Sales and Marketing. We will choose a subset of these papers to be presented by students (two papers per week). 

Weekly Schedule

Date Papers Presenter Slides

1

10/2

     

2

10/9

     

3

10/16

     

4

10/23

     

5

10/30

     

6

11/6

     

7

11/13

     

8

11/20

     

9

11/27

Thanksgiving Holidays

10

12/4

     

11

12/11

     

Instructors and Assistants