Empirical Marketing

2018-2019
Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

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.

Inhoud vak

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.

Onderwijsvorm

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

Toetsvorm

Final exam – Individual assessments

Vereiste voorkennis

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

Literatuur

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.

Doelgroep

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

Overige informatie

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.

Afwijkende intekenprocedure

As usual.

Toelichting Canvas

See above.

Aanbevolen voorkennis

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".

Algemene informatie

Vakcode E_EOR3_EMKT
Studiepunten 6 EC
Periode P2
Vakniveau 300
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator prof. dr. S.J. Koopman
Examinator prof. dr. S.J. Koopman
Docenten dr. Y. Peers

Praktische informatie

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Werkvormen Werkcollege, Hoorcollege
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