SOM course on Advanced Marketing Models

(10EC)

Lecturers:

Prof. Dr. Peter Leeflang, Dr. Erjen van Nierop and Dr. Jan Jacobs (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 two-day 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 on each of these topics.

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

Dates:

March 8-9, March 27-28, May 8-9, May 15-16 and June 26-27.

(on March 8-9 the course will be held in Frankfurt)

Venue:

University of Groningen, Zernikecomplex.

Tuition Fee (for non-SOM participants):

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

PS: the travel costs to and accomodation costs in Frankfurt are not included

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