Market Models

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBM077A05
Vaknaam Market Models
Niveau(s) master
Voertaal Engels
Periode semester I b
ECTS 5
Rooster rooster

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 hoor- en werkcolleges
Toetsvorm opdracht(en), schriftelijk tentamen met open vragen
Vaksoort master
Coördinator prof. dr. J.E. Wieringa
Docent(en) dr. K. Dehmamy ,prof. dr. J.E. Wieringa
Verplichte literatuur
Titel Auteur ISBN Prijs
Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making (2014)
Leeflang, Wieringa, Bijnmolt & Pauwels. 978-1-493-92085-3 €  137,99
Relevant scientific articles for example from journals as: Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing.
Entreevoorwaarden
Opmerkingen Secretary: L.C. Molog-Kwant, DUI 334, tel. 050-3633686, marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
DD MSc Marketing-Intelligence - Münster University, Münster (2-jarig)  (basisprogramma voor studenten uit Münster) 2 semester I b verplicht
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (basisprogramma voor studenten uit Oslo) 2 semester I b verplicht
MSc Marketing  (basisprogramma Marketing Intelligence) 1 semester I b verplicht
MSc Marketing  (keuzevakken B Marketing Management) 1 semester I b keuze