Course description

Marketing Models

Introduction

This course is designed to provide an introduction to the area of quantitative marketing models using secondary data. It will give students a fundamental understanding and hands-on experience with commonly used empirical models in business and social science.
 

Course content

This seminar will discuss a broad range of quantitative models which can be applied to a wide variety of marketing decisions. The model selection reflects the variety of secondary data common in marketing; it distinguishes between individual consumer-level and aggregate sales-level models.

Learning outcome knowledge

A fundamental understanding and hands-on experience with commonly used empirical models in business and social science. After completion of the seminar, participants should be able to a) understand the conditions under which the various models are appropriate to apply, b) implement these models using statistical software, c) interpret the model outcomes, and d) be able to read quantitative papers in good marketing journals.

Exam organisation

  • Written exam: 100%