Code:

BERMASC011

Course type:

Advanced specialisation course

Long name:

Marketing Models

ECTS:

5

Language:

English

Lecturer(s):

D. Fok, P.H. Franses, and R. Paap

Contact person:

D. Fok

Coordinator:

D.Fok

Faculty:

Erasmus School of Economics and Business Economics

Number of lectures:

10

Hours per lecture:

3

Goal:

At the end of this course, students will have a good understanding of most common models applied in the marketing literature. They will be able to interpret statistical results in relevant marketing terms.

Course contents:

In the first three lectures we review some of the most important statistical techniques for marketing research. We reconsider the linear regression model, parameter estimation and parameter interpretation. These topics will be discussed in the context of marketing models. After this introduction, we discuss some more advanced modelling topics. In turn, we consider measuring dynamic effects of marketing actions, modelling discrete choices, capturing unobserved differences between observations (heterogeneity) and finally modelling diffusion processes. In general, we spend two lectures on each of these topics. In the first lecture the basic theory will be discussed. In the second lecture we consider more applied topics. These applied topics are usually based on published papers in one of the major marketing journals (Journal of Marketing Research, Marketing Science). Students will have to actively participate in these lectures by presenting and discussing the papers.

Examination:

Essay

Literature:

Lecture notes, slides and journal articles.

Background literature:

Franses and Paap (2001), Quantitative Models in Marketing Research, Cambridge: Cambridge University Press.