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Customer Models
| Faculteit | Economie en Bedrijfskunde |
| Jaar | 2019/20 |
| 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. K. Dehmamy | ||||||||||||||||||||
| Docent(en) | prof. dr. T.H.A. Bijmolt ,dr. K. Dehmamy | ||||||||||||||||||||
| Verplichte literatuur |
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| Entreevoorwaarden | |||||||||||||||||||||
| Opmerkingen | Secretary Marketing: room 5411 0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl | ||||||||||||||||||||
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