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.Urgently recommended prerequisites: Successful participation in "Econometric Methods" or "Applied Econonometrics"
StO/PO MA 2016: 6 LP, Modul: "Advanced Marketing Modeling"
StO/PO MEMS 2016: 6 LP, Modul: "Advanced Marketing Modeling", Major: Quantitative Management Science
Portfolio exam: 3 assignments
The final grade will be given for the portfolio of all three assignments.
Exam registration and deregistration via AGNES until May 17, 2024. Submission of first assignment: May 20, 2024.
Die Veranstaltung wurde 7 mal im Vorlesungsverzeichnis SoSe 2024 gefunden:
