Customer Models
Faculteit | Economie en Bedrijfskunde |
Jaar | 2021/22 |
Vakcode | EBM076A05 |
Vaknaam | Customer Models |
Niveau(s) | master |
Voertaal | Engels |
Periode | semester II b |
ECTS | 5 |
Rooster | rooster |
Uitgebreide vaknaam | Customer Models | ||||||||||||
Leerdoelen | Upon completion of the course the student is able to: 1. Explain and work with relevant customer-level models; 2. Evaluate existing customer models (those that are published in scientific journals and those that are used in practice) based on extensive knowledge of earlier applications of such models; 3. Evaluate existing customer models (those that are published in scientific journals and those that are used in practice) based on extensive knowledge of the fundamental steps of marketing model building; 4. Specify a customer-level model for a specific real-life application; 5. Estimate customer-level models using empirical data. 6. Translate the estimation outcomes of the model into practical managerial implications; 7. Present in writing the outcomes of the analyses and their managerial implications. |
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Omschrijving | In this course the choice behavior of individual customers is modeled. We focus on the specification, estimation, implementation and interpretation of individual customer-level models for when, what and how much to buy. The students learn from existing research, and are actively challenged to criticize and formulate customer-level models themselves. A significant part of the course is related to the actual implementation of a model to real-life data in group assignments for which students will obtain assistance from the teachers during interactive tutorials. | ||||||||||||
Uren per week | 5 | ||||||||||||
Onderwijsvorm | -computer practicum, -hoorcollege | ||||||||||||
Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | ||||||||||||
Vaksoort | master | ||||||||||||
Coördinator | dr. H. Risselada | ||||||||||||
Docent(en) | prof. dr. T.H.A. Bijmolt ,dr. A. Minnema | ||||||||||||
Verplichte literatuur |
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Entreevoorwaarden | |||||||||||||
Opmerkingen | Secretary Marketing (B. Wever): room 5411 0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl | ||||||||||||
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