(spring semester, seminar)
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.
Prof. Dr. Anne Scherer
MA students, Wahlpflichtbereich Marketing (BWL 4), Wahlbereich OEC
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.
Basic knowledge of statistics, probability theory and research methods is helpful for this course.
Homework (60%) and final paper (40%)
Dates and Location:
23.02, 2.03, 16.03, 30.03, 11.05.2021
14:00 - 18:00
Please see https://studentservices.uzh.ch
To apply for the seminar, please, send us a short application E-mail. First come first served. If you receive our positive confirmation by February 5th at the latest, THEN you are asked and allowed to officially book this seminar using the “Modulbuchungstool”. Booking the seminar without a positive confirmation from our Chair is not implying the right to attend the course. In this case the course will be graded as failed.
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.