The purpose of this course is to introduce students to the key questions and most common methods used in quantitative marketing. The practice of finance has transformed over the past several decades to be a primarily quantitative field, rooted in ideas from economics. The same process is now happening in marketing. Marketing practice is increasingly quantitative. Many of the most exciting marketing companies in the world apply marketing principles in highly technical ways. This transformation of practice was preceded by the rise of the field of quantitative marketing. A key theme is that rigor is a necessary condition for relevance. In other words, while there are rigorous papers that are not relevant, a research paper cannot be relevant if it is not rigorous. Without careful attention to detail and appropriate use of techniques, research should not be trusted to influence marketing practice or marketing policy. In each class, we will work through research papers that build rigorous quantitative models of important marketing phenomena. Many of these papers take a social science perspective, with an emphasis on understanding the decisions of managers and consumers. Others take more of an engineering perspective, focusing on designing marketing tools.