SOM Course on Advanced Marketing Models

(10EC)

Lecturers:

Prof. Dr. Peter Leeflang, University of Groningen

Prof. Dr. Koen Pauwels, Tuck School of Business at Dartmouth, Ozyegin University, University of Groningen

Prof. Dr. Thomas Otter, Goethe University Frankfurt.

Dr. Wander Jager, University of Groningen.

Dr. Jaap Wieringa, University of Groningen.

Aim:

This course concentrates on the development of marketing models that advance our knowledge of marketing and markets.

Preparation:

During the sessions, the lecturer will present an overview of the state of the art research on important topics within marketing science. Furthermore, papers will be discussed both by students and the lecturer. For each session, there will be assignments which will be discussed in class with the other students and the lecturer.

Prerequisite(s):

Knowledge of research methods such as regression analysis, preferably obtained in a course like Marketing Model Building or the EDEN (EIASM) Seminar on Models and Measurement; Research Master Economics & Business; Profile Marketing.

Literature:

There will be a reader with recent articles.

Selected chapters of: Leeflang, Wittink, Wedel and Naert (2000), Building Models of Marketing Decisions, Kluwer Academic Publishers; and of Franses and Paap (2002), Quantitative models in Marketing Research, Cambridge University Press

Dates:

The course consists of 3 blocks: February 8-10, 2010; April, 6-8, 2010; May 10-13, 2010.

Venue:

University of Groningen, Zernikecomplex.

Tuition Fee (for non-SOM participants):

1500 euro (including accommodation in Groningen, literature and lunches)

If you are interested in participation in this course please send an email to SOM’s secretary Astrid Beerta (a.beerta@rug.nl).