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Department of Business Administration Marketing Management


(fall semester lecture)

“Scientists investigate that which already is. Engineers create that which has never been.“

A. Einstein


  • By modeling the Marketing-Mix the relationship between Marketing spending and a company's development is investigated across time.
  • The Marketing-Mix incorporates qualitative-, quantitative- and temporal combinations of Marketing instruments, with which a company aims to tackle their Marketing goals.
  • Through a detailed analysis of Marketing spending in the past and business development, one can disentangle successful practices from unsuccessful ones. 

Marketing-Mix-Modeling helps Managers to solve the puzzle of optimal resource allocations in Marketing spending.  

Selin Akca


Target Audience:

Bachelor students, assigned to “Wahlpflichtbereich BWL 4”

Each fall semester


Work load statement:

Part Workload Total Time
Course attendance 2 lectures à 45min per week 21h
Lecture preparation 2h per week, 14 weeks 28h
Literature study 2h per week, 14 weeks 28h
Exam preparation   13h
Total   90h


Regression analysis to investigate optimal Pricing strategies.

Maximum-Likelihood-Method to perform Choice-Based-Conjoint analysis to investigate customer preferences.

Structural Equation Models to capture endogeneity in the Marketing Mix.

  • Does spending on advertisement determine revenues or vice versa, do revenues determine spending on advertisement?
  • Do revenues determine the price or vice versa, does the price determine the revenues? 



Leeflang, P.S.H. / Wittink, D.R. / Wedel, M. / Naert, P.A. : „Building Models for Marketing Decisions”, Springer, 2000

Backhaus, K., Erichson, B., Plinke, W., Weiber, R.: „Multivariate Analysemethoden“, Springer, 2011

Wierenga, B. „Handbook of Marketing Decision Models“, Springer, 2008

Assessment, Marketing Analytics I

Join our courses and make up your mind if you want to participate. Then officially register using the “Buchungstool” and the registration tools at the University of Zurich.

Final exam, anticipated date: 28.05.2019 tbc!

Dates and Location:
Tuesdays between 19.02.2019 - 28.05.2019
12:15 - 14:45
Location: KO2 F 150
Location Exam: (4.6.19, 12:15 - 13:45): KO2 F 174

Please find more detailed information about the location of this course in the "Vorlesungsverzeichnis" of the University of Zurich.

Further information:

Don’t forget to officially register yourself using the registration tools at the University of Zurich.

This information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In cases of doubt, the official information at the VVZ is valid.


The Syllabus will be available soon

Weiterführende Informationen

University of Zurich
Institute of Business Administration
Chair for Marketing and Market Research
Andreasstrasse 15
8050 Zurich
Phone: +41 44 634 2918

location plan

Building AND