Statistical Learning in Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
Vakcode EBM214A05
Vaknaam Statistical Learning in Marketing
Niveau(s) master
Voertaal Engels
Periode semester I a (en semester II a)
ECTS 5
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Uitgebreide vaknaam Statistical Learning in Marketing
Leerdoelen 1). Have a good understanding of the essential elements of good (marketing) research, thereby taking into account the possible impact of research outcomes;
2). Describe different forms of marketing research;
3). Explain what the requirements are for different types of analysis techniques;
4). Critically assess which statistical learning technique should be used in which marketing-related situation using a dataset;
5). Perform statistical learning techniques in a marketing context. These techniques include factor analysis, cluster analysis, advanced regression analysis including time-series analysis, among others;
6). Critically interpret and assess the output of a statistical learning technique in marketing;
7). Use the output of each of the above mentioned techniques to write a report which translates research results into managerially relevant and actionable insights and recommendations.
Omschrijving Building on methodological knowledge which is standard in business-related bachelor degrees, this course takes the extra mile, and focuses on statistical learning techniques applied in marketing research. These include data reduction techniques like principal component analysis and factor analysis; advanced regression techniques like the general linear model; time-series analysis techniques like VAR/VEC; and cluster analysis. These techniques are used in marketing for example for segmentation, targeting, positioning, marketing effectiveness evaluation, and forecasting. This course will use R-based software, and starts with an introduction to R. Lectures, and teacher-assisted hands-on interactive classes will support the students in solving the assignments.
Uren per week
Onderwijsvorm -computer practicum,  -hoorcollege , computer practica
Toetsvorm -groepsopdracht,  -individuele opdracht
Vaksoort master
Coördinator dr. ir. M.J. Gijsenberg
Docent(en) dr. ir. M.J. Gijsenberg
Verplichte literatuur
Titel Auteur ISBN Prijs
Advanced Methods for Modeling Markets (e-edition available through university library). Leeflang, Wieringa, Bijmolt, Pauwels. 9783319534671
R for Marketing Research and Analytics, second edition (e-edition available through university library). Chapman, McDonnell Feit. 9783030143152
Modeling Markets (e-edition available through university library). Leeflang, Wieringa, Bijmolt, Pauwels. 9781493920853
Entreevoorwaarden There are no formal pre-requisites for this course. However, basic knowledge on e.g. methodology and the testing of hypotheses as can be found in Malhotra (2009) chapters 1-15 is assumed. In addition, a basic knowledge of R (software) is strongly recommended.
Opmerkingen Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.education@rug.nl, room 5411-0334.
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I a verplicht
Wordt meerdere malen per jaar aangeboden 1 semester II a keuze