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!
Registration:
There are a maximum of 20 seminar places. Selection procedure: Students who are in hardship according to §90 (1) ZSP HU (health, social, disability-related or family reasons) are given preference in the selection (proof must be submitted during the registration period). Otherwise the lot decides.
Registration for the seminar takes place between October 2nd and October 13th 2023.
Please send an email with all the necessary information including your actual transcript of study success to mktg0001@hu-berlin.de. It is sufficient to provide a print of your study success via Agnes. No official stamp is needed.
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