Marketing-Mix-Modeling

(fall semester lecture)

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

A. Einstein

Abstract:

  • 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.  

Instructor:
Selin Akca

Type:
Lecture

Target Audience:

Bachelor students, assigned to “Wahlpflichtbereich BWL 4”

Frequency:
Each fall semester

APS/ECTS-points:
3

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

Content:

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? 

Language:
German

Literature:

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

Prerequisites:
Assessment, Marketing Analytics I

Access:
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.

Grading:
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:
www.market-research.uzh.ch

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

Note:
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.

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