Seminar in Marketing Strategy (MKT 7063 Section 002)

Prof. Ashwin Malshé

Fall 2020 (Thursday 9:00 am – 12:00 pm)

Week 1 (08/27)

Discussion of the course map

Porter, Michael E. (1996), “What is strategy,” Published November.

Reinartz, Werner J. (2015), “Crafting a JMR Manuscript,” Journal of Marketing

Research, 53 (1), 139–41.

Varadarajan, P. Rajan (1996), “From the Editor,” Journal of Marketing, 60 (4), 1–6.

Week 2 (09/03)

Morgan, Neil A. (2012), “Marketing and business performance,” Journal of the Academy
of Marketing Science, 40 (1), 102–19.

Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1998), “Market-Based
Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, 62 (1),
2–18.

Week 3 (09/10)

Data Lab 1: Introduction to WRDS, deep dive into Compustat

Week 4 (09/17)

Data Lab 2: Deep dive into CRSP and IBES

This version: August 11, 2020

Week 5 (09/24)

Sorescu, Alina, Nooshin L. Warren, and Larisa Ertekin (2017), “Event study
methodology in the marketing literature: an overview,” Journal of the Academy of
Marketing Science, 45 (2), 186–207.

Data lab 3: Event study using event data

Week 6 (10/01)

Srinivasan, Shuba and Dominique M Hanssens (2009), “Marketing and Firm Value:
Metrics, Methods, Findings, and Future Directions,” Journal of Marketing Research, 46
(3), 293–312.

Data lab 4: Factor models, abnormal returns calculation, and regressions

Week 7 (10/08)

Wies, Simone and Christine Moorman (2015), “Going Public: How Stock Market Listing
Changes Firm Innovation Behavior,” Journal of Marketing Research, 52 (5), 694–709.

Data lab 5: IPOs and SEOs

Week 8 (10/15)

Berger, Jonah, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer, and
David A. Schweidel (2020), “Uniting the Tribes: Using Text for Marketing Insight,”
Journal of Marketing, 84 (1), 1–25.

Data lab 6: Text analysis on Tweets

Week 9 (10/22)

Choudhury, Prithwiraj, Ryan T. Allen, and Michael G. Endres (n.d.), “Machine learning
for pattern discovery in management research,” Strategic Management Journal, n/a
(n/a).

Data lab 7: Introduction to machine learning (SVM)

This version: August 11, 2020

Week 10 (10/29)

Data lab 8: Machine learning continued (Random forest and XGBoost)

Week 11 (11/05)

Data lab 9: Introduction to deep learning

Week 12 (11/12)

Data lab 10: Introduction to deep learning continued

Week 13 (11/19)

Advanced NLP using language models

Data lab 7: NLP using word embeddings

Week 14 (12/03)

Final presentations

This version: August 11, 2020