Marketing has evolved beyond being regarded mainly as art into science. Today's marketing requires using quantitative data to inform and make marketing decisions. While data is often readily available or economical to collect, firms often lack the necessary analytical and managerial expertise to use this data effectively.
In this course, we will study quantitative approaches to 1) understand and measure consumer perceptions and attitudes, 2) measure drivers of consumer decisions, including customer acquisition and retention, 3) measure consumer preferences and demand, 4) identify consumer segments, and 4) build and utilize models of consumer choice.
The course aims to provide students with the necessary expertise to implement and participate in customer analytics efforts in the workplace. Hence, we employ a hands-on approach: each topic consists of lectures introducing a specific method, a tutorial on the implementation of the method using the statistical program R, and a session focusing on particular applications in marketing. In exercises and assignments, students will work with datasets.
The Moodle key will be provided during the 1st lecture on October 19 (Wednesday) at 12:15-1:45pm in Room 22.
- Kursverantwortliche/r: Mareike Anna Sachse
- Kursverantwortliche/r: Dr. Narine Yegoryan