Empirical Marketing

2018-2019

Course Objective

The objective is to show how econometrics can be applied to empirical
questions in marketing and consumer behaviour. In particular, how to
build models to support marketing decisions. Given the current big data
revolution, models from which useful information about market behaviour
and their sensitivity to marketing activities such as advertising,
pricing, promotions and distribution are routinely used by managers
(from leading organisations worldwide) for analyzing marketing programs
that can improve brand performance. This course will introduce models
and methods, together with their use in empirical marketing studies.

Course Content

This course focusses on quantitative methods for empirical research in
marketing and consumer behaviour. In particular, we discuss how to build
models to support marketing decisions and how to adopt data science
methods to investigate market behaviour and the impact of marketing
instruments such as advertising, pricing, promotions and distribution.
The econometric methods that are employed include regression,
multivariate statistical analysis, limited dependent variable models,
panel data models, pooled regressions, forecasting methods, and trend
extraction.

Teaching Methods

Lectures and classes. During classes time will be made for discussing
exercises and for supporting empirical work. Computer classes are also
organised

Method of Assessment

Final exam – Individual assessments

Entry Requirements

None, but an introductory course in econometrics is highly recommended,
see below.

Literature

Reader, a selection of chapters and articles on various topics. The
econometrics is mainly based on the book "Introduction to Econometrics"
by J.H. Stock and M.W. Watson, which is also used in earlier courses.

Target Audience

This course is part of the Minor program "Applied Econometrics: A Big
Data Experience For All".

Additional Information

This is a 6 EC course presented in period 2 (November-December) in the
academic year. This course is part of the Minor "Applied Econometrics: A
Big Data Experience for All". It is targeted at both econometrics and
non-econometrics students.

Custom Course Registration

As usual.

Explanation Canvas

See above.

Recommended background knowledge

Introductory courses in econometrics and time series, similar to the
courses "Introduction to Econometrics" and "Introduction to Time Series"
from our Minor program "Applied Econometrics: A Big Data Experience For
All".

General Information

Course Code E_EOR3_EMKT
Credits 6 EC
Period P2
Course Level 300
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator prof. dr. S.J. Koopman
Examiner prof. dr. S.J. Koopman
Teaching Staff dr. Y. Peers

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture
Target audiences

This course is also available as: