SpecificsBefore enrolling all non-CentER students should ask permission from the Director of Graduate Studies in Business. Please send your request for permission to CentER Graduate School at email@example.com.
Note: Session participation is mandatory for all sessions
Recommended PrerequisitesFirm knowledge of the foundations of marketing modeling. If the student has not followed such a course in his/her previous studies, s/he is required to take the master's course Marketing Models (Prof. Dekimpe) as one of the electives.
|This course builds upon basic econometrics and marketing modelling courses, by discussing more advanced models and methods for analyzing marketing problems. With the advent of (longitudinal) scanner (panel) data, these models are becoming an indispensable part of the marketer's toolkit. The course consists of three parts. The first two parts discuss modelling approaches for stationary markets, where part I is devoted to aggregate -level market share analysis, and part II deals with advanced topics in individual level- modelling. Part III concentrates on the use of time series approaches to model marketing phenomena in evolving markets. In each part, attention is paid to model specification, estimation and validation issues, as well as to model implications and use. The models are illustrated on 'real life' data and supplemented with readings/papers and discussions in various fields of applications.|
Type of instructionslectures and discussion sessions based on readings
Type of examsClass discussions-presentation of readings (20%), Assignments-Own data analysis and model building (30%), Exam (50%)
- Coursesheets provided on Blackboard.
- Selected Modelling papers/ Applications from leading Marketing Journals (List provided at the beginning of the Lectures).
- Hanssens, Parsons and Schultz, Market Response Models, Kluwer Academic Publishers, Boston, 2001.
- Franses, Paap, Quantitative Models in Marketing Research, Cambridge University Press, Cambridge, 2001 (selected chapters).