Customer Models

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
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.
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 -hoorcollege , computer practica
Toetsvorm -computer test/wekelijkse quiz,  -groepsopdracht,  -schriftelijk tentamen (open vragen)
Vaksoort master
Coördinator R.P. Hars, MA. MSc.
Docent(en) S.M.T.A. Bies , H.M. Huisman ,dr. A. Minnema
Verplichte literatuur
Titel Auteur ISBN Prijs
Relevant scientific articles f.e. from 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, Springer. eeflang, P., J.E. Wieringa, T.H.A. Bijmolt, K.H. Pauwels. 9781493920860 ca. €  127,00
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