Marketing-Mix-Modeling
(fall semester lecture)
“Scientists investigate that which already is. Engineers create that which has never been.“
A. EinsteinAbstract:
- 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: 26.05.2020 tbc
Dates:
Each Tuesdays between 18.02.2020 - 19.5.2020
12:15-13.45h
Please find more detailed information about the organization of this course in the "Vorlesungsverzeichnis" of the University of Zurich.
Location:
KO2-F-150
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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