Advanced Marketing Modeling

Instructor: 
Time I: 
Wednesday, 12:15pm
Venue I: 
HU, Spandauer Str. 1, room 22
Description: 

Evaluating marketing decisions and developing goal-oriented marketing strategies, e.g. maximizing firm profits, depend on the measurement of causal relationships between firms’ objectives and marketing activities. In this course, we discuss in depth advanced methods to empirically determine the causal relationship between marketing activities and firms’ objectives. In exercise courses students learn how to apply these methods to real data. Special attention is given to modeling the effects of marketing on sales and market share data. In this course we also focus on discrete choice models for individual purchase data and aggregate sales data. Successful participation in this class will enable students to quantify the impact of marketing on key performance measures and to evaluate the success of marketing activities.

Literature:


1. Anderson, S.P., de Palma A. and Thisse, J.-F. (1992), Discrete Choice Theory of Product Differentiation, The MIT Press.
2. Cody, R.P. and Smith, J.K. (2006), Applied Statistics and the SAS® Programming Language, Pearson.
3. Dubin, J. A. (1998), Studies in Consumer Demand – Econometric Methods Applied to Market Data, Kluwer Academic Publishers Group.
4. Franses, P.H. and Paap, R. (2010), Quantitative Models in Marketing Research, Cambridge University Press.
5. Hanssens, D.M., Parsons, L.J. and Schultz, R.L. (2003), Market Response Models: Econometric and Time Series Analysis, Kluwer Academic Publishers Group.
6. Train, K.E. (2009), Discrete Choice Methods with Simulation, Cambridge University Press. 1st edition is available here: http://elsa.berkeley.edu/books/train1201.pdf.
7. Verboven, F. (1996), International Price Discrimination in the European Car Market. RAND Journal of Economics, 27(2), 240–268.
8. Wooldridge, J.M. (2008), Introductory Econometrics, South-Western Cengage Learning.

Exam:
 4 non-graded Special Work Performances plus Graded written Assignment

Credits: 
6.00
Semester: 
Spring 2016
Affiliation: 
Humboldt-Universität zu Berlin
End date of the whole course: 
Thursday, July 21, 2016 - 12:15pm