Marketing Experiments

Abstract:
Given the advancing digitization of customer-firm interactions, large-scale field experiments have become an increasingly feasible way to gain marketing insights. As these experiments allow managers to clearly understand the effect of a variety of treatments, such as the effect of a new pricing scheme or a new advertising message, in a comparably unobtrusive yet reliable way, more and more marketing managers have started to embrace a “test and learn” culture.

This course will equip students with the necessary knowledge and skills to succeed in such a “test and learn” environment. In particular, students of this course learn how to design, analyze and report marketing experiments. While the focus of this course is on marketing issues, the material covered and methods learned are applicable to other domains as well.

Instructors:
Prof. Dr. Anne Scherer

Contact:

market-research@business.uzh.ch

Type:
Seminar

Target audience:
MA students, Wahlpflichtbereich Marketing (BWL 4), Wahlbereich OEC

Frequency:
One time

AP(ECTS)-points:
3

This course provides an overview of experimental designs used in marketing research and practice, discusses the practicalities involved in successfully conducting marketing experiments, demonstrates how to analyze and interpret the experimental data and how to report the results. Throughout the course, students will be asked to actively engage in class discussions and work on exercises, turn-in homework on marketing experiments and develop their own marketing experiment by the end of this course.

Language:
English

Basic knowledge of statistics, probability theory and research methods is helpful for this course.

Grading:
Project presentation (30%) and final report (70%)

Dates and Location:
21.02, 28.02, 14.03, 28.03, 23.05.2023
13:30 - 16:30
Location: BIN-1-E.01 (see also VVZ)

Further information:
www.market-research.uzh.ch

Registration:

This seminar is limited to 16 students. Application for this seminar is via the new module booking tool. Please upload your CV, transcript, and a brief letter of motivation (max. 1 page) by Feb. 1, 2023.

Note:
The information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.