dr. ir. M.J. Gijsenberg
My teaching is mainly focusing on two specific areas: the methodological aspects of Marketing and Marketing Decisions, and the strategic aspects of Marketing and Marketing decisions.
On the methodology side, I am - as coordinator and teacher - involved in the following courses:
- Statistical Learning in Marketing in our Marketing Analytics and Data Science (MADS) program at the Master level. In this course, I not only provide students with a theory basis, I also teach them how to translate research results into insights that are useful for managers. This course consists of several unsupervised learning techniques (factor analysis, principal component analysis, cluster analysis) as well as some supervised learning techniques (general linear model, ARIMA, VAR).
- Modeling Market Dynamics at the Research Master level. In this course we dig deeper into a set of more advanced research methods like HMM, Advanced duration models, and State Space Models (with Kalman filters and DLM).
On the strategy side, I am - as coordinator and/or teacher - involved in the following courses:
- Companies, Brands, & Consumers in our Marketing Analytics and Data Science (MADS) program at the Master level. In this course, I take students along a journey that passes several aspects of Strategic Marketing.
- Marketing Theory at the Research Master level. In this course I provide students with an overview of a series of empirical generalizations in the field of marketing effectiveness, and share some of the latest insights on this matter.
For all courses, I am convinced that it is of central importance that students are actively participate and interact during the courses. This approach is also appreciated by students, and has resulted in good student evaluations and a consistent position in the top-5 most valued teachers of the faculty.
Besides these courses, I am also teaching part of the Entrepreneurial Marketing course at the bachelor level, and part of the Introduction to Data course in the university-wide minor DataWise, also at the bachelor level.
Last but not least, I supervise several bachelor and master thesis students in the Econometrics and Marketing programs. The focus of these theses is on a rigurous (quantitative) analysis of relevant marketing research issues with a clear academic contribution.
|Last modified:||03 November 2020 10.22 a.m.|