Customer Models

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.
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	Titel Auteur ISBN Prijs Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making, 2015, Springer. Leeflang, P., J.E. Wieringa, T.H.A. Bijmolt, K.H. Pauwels 9781493920860 ca. €  117,00 Relevant scientific articles f.e. from Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing. Various
Entreevoorwaarden
Opmerkingen	Secretary Marketing (B. Wever): room 5411 0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl
Opgenomen in	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester II b keuzegroep