As quantitative information about markets and marketing actions becomes more widely available, the modern marketing manager is presented with a new challenge and opportunity: how to analyze this information accurately and efficiently, and how to use it to enhance marketing productivity. Marketing models are tools for achieving these objectives.
This course introduces you to the state-of-the-art in implementable marketing models. The emphasis is on models that are based on the statistical interpretation of historical data available to the company.
The objectives of the course are:
- Provide exposure to existing, implementable marketing models in a number of important areas through readings, lectures and case discussions.
- Provide experience in using marketing models through computer exercises.
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.
Recommended PrerequisitesGood working knowledge of basic statistical concepts (summary statistics as mean, variance, confidence intervals, hypothesis testing, ...) and econometrics (linear regression model). Introductory marketing course. Ability to estimate linear regression models using a software package of own choice.
- Design of sales response models: The static case
- Aggregation bias
- Scenario analysis
- Design of sales response models: The dynamic case
- Models of competition
- Granger-causality testing
- Bass model
- Scan*Pro model
- Empirical generalizations
- The Lucas-critique
- Time-varying parameters
- Implementation issues
- Future developments
Type of instructions
3 hour interactive lecture
4 homework assignments (10% each): 40%, final exam (open book): 60%
Type of exams
If one failed the course last year (2017-2018), but the assignment grade was > 5.5, one can transfer the assignment grades to the current academic year. This means that if one already passed the assignment part in the previous year, one should not redo that part of the course (but one is of course free to do so).
The assignment part cannot be retaken within the same academic year. There is no minimum score requirement for this part of the end grade (i.c., you can still pass the course with a high score on the written exam).
- Selected articles. Please see Blackboard for details.