Market Models

Uitgebreide vaknaam	Market Models
Leerdoelen	Upon completion of the course the student is able to: 1). Explain and work with the model concept and the structure of a marketing model. 2). Classify marketing models into various model typologies. 3). Evaluate existing marketing models (those that are published in scientific journals and those that are used in practice) based on extensive knowledge of earlier applications of models in marketing. 4). Evaluate existing marketing 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. 5). Specify a marketing model for a specific real-life application. 6). Estimate marketing models using empirical data. 7). Translate the estimation outcomes of the model into practical managerial implications. 8). Present in writing the outcomes of the analyses and their managerial implications.
Omschrijving	This course deals with the specification, estimation, implementation and interpretation of models for aggregate marketing data. The students learn from existing research, and are actively challenged to criticize and formulate marketing 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	4
Onderwijsvorm	-computer practicum,  -hoorcollege
Toetsvorm	-computer test/wekelijkse quiz,  -groepsopdracht,  -schriftelijk tentamen (open vragen)
Vaksoort	master
Coördinator	prof. dr. J.E. Wieringa
Docent(en)	H.M. Huisman , G.R. Ponte, MSc. ,prof. dr. J.E. Wieringa
Verplichte literatuur	Titel Auteur ISBN Prijs Relevant scientific articles for example from journals as: Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing various Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making*(2015) Leeflang, Wieringa, Bijnmolt & Pauwels. 978-1-493-92085-3 €  137,99
Entreevoorwaarden
Opmerkingen	Secretary: B. Wever, DUI 334, tel. 050-3637065, marketing.education@rug.nl
Opgenomen in	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I b keuzegroep