Marketing models

Academic year: 2008-2009 Course code module FTEMAJ0138 Semester: 2nd semester Credits: 6 Study load (hours) 168 Theory (hours): 45,00 Practice/Exercises(hours): Other (hours): Part-time program: Instructor(s) Marcel Weverbergh Language of instruction: English Semester exam information: exam in the 2nd semester Contract restriction information: exam contract not possible 1. Prerequisites *Algemene competenties General marketing course knowledge of statistics and econometrics on an introductory level *Sequentiality 2. Objectives (expected learning outcomes) Students should acquire an understanding of the relevant problems analysed by means of models relating to marketing issues The should acquire the capability to analyse and develop models, estimate the relevant relationships and evaluate the results (validation) 3. Course content The course starts from the traditional view on marketing modelling as sketched by John Little. Pärt one deals with a recapitulation of model building, evaluation and validation applying econometric modelling applied to marketing problems; Next to this sessions are devoted to segmentation (clustering), new product evaluation (assessor), competitive bidding, service level maangement, effectiveness of advertising and game theory. 4. Teaching method Direct contact: Lectures Personal work: Exercises Assignments - individual 5. Assessment method Exam: Written, without oral presentation Open book Continuous assessment: Assignments Written assignment: Without oral presentation 6. Compulsory reading – study material Lilien,Kotler, Moortty: Marketing Models syllabus (relevant papers) 7. Recommended reading - study material Lilien, Rangaswamy: Marketing Engineering 8. Tutoring laatste aanpassing: last update: 13/11/2008 16:15 marcel.weverbergh