Evaluating marketing
decisions and developing goal-oriented marketing strategies, e.g. maximizing
firm profits, depend on the measurement of causal relationships between firms’
objectives and marketing activities. In this course, we discuss in depth
advanced methods to empirically determine the causal relationship between
marketing activities and firms’ objectives. In exercise courses students learn
how to apply these methods to real data. Special attention is given to modeling
the effects of marketing on sales and market share data. In this course we also
focus on discrete choice models for individual purchase data and aggregate
sales data. Successful participation in this class will enable students to quantify
the impact of marketing on key performance measures and to evaluate the success
of marketing activities.
- Kursverantwortliche/r: Daniel Klapper