Recommended prerequisite for participation: Successful participation in the lecture “Marketing Management” and one of the two following lectures: “Customer Analytics and Customers” or "Advanced Marketing Modeling".
Each student must work with R, code with R and document and interpret estimation results from R as well as document the R code.
Each student must attend all sessions!
Informal applications including a current transcript of study success must be send in by email to mktg@wiwi.hu-berlin.de until October 15, 2023 at the latest. In case of excess demand for the available 20 seminar places a lottery will determine potential participation. Students will be informed on Tuesday, October 17, by email about their admission to the seminar.
Course Description and Objectives:
This course focusses on estimating individual brand preferences and individual price sensitivities towards differentiated products on consumer goods markets with the help of scanner panel data. In particular we will work with the discrete choice models and estimate random coefficient logit models to get individual parameter estimates. We will use data from the IRI Academic data set from the carbonated soft drink market and study the demand for cola and non-cola brands in this market. The course will enable you to understand how to use marketing data to support marketing decisions.
- Kursverantwortliche/r: Daniel Klapper