- Docente: Marzia Freo
- Credits: 10
- SSD: SECS-S/03
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Statistics, Economics and Business (cod. 8876)
Learning outcomes
This course introduces the student to statistical models for marketing. The emphasis is on models that are based on the statistical interpretation of
- discrete choice among a set of alternative brands and
- time series data on company's performance and marketing instruments.
The objectives of the course are:
1. provide exposure to existing, implementable marketing models in the previous areas;
2. provide experience in using marketing models through computer exercises.
Course contents
Part 1
(30 hours)
Modeling the choice among brands
The random utility specification for multiple choices
Multinomial logit, multinomial probit and nested logit models
The IIA hypothesis
Project, collect and analyse a stated choice data-set.
(about 14 hours)
Part 2
(about 16 hours)
Modeling performance and marketing instruments data
Measuring effectiveness of marketing instruments
Readings/Bibliography
Beyond teaching material provided by the lecturer (and available at Insegnamenti Online) the following references are recommended as additional readings, expecially for students not attening classes:
Part 1
-Franses P.H., Paap R. (2001), Quantitative models in marketing research, Cambridge University Press (Chp.4,5)
-Brasini S., Freo M., Tassinari F., Tassinari G. (2010), Marketing e pubblicità, Il Mulino (Chp.2-6).
Part 2
-Brasini S., Freo M., Tassinari F., Tassinari G. (1999), Marketing e pubblicità, Il Mulino (Chp.4).
-Hanssens D.M., Parsons L.J., Schultz R.L. (2003), Market response models: econometric and time series analysis, Kluwer (Chp.3:6).
Teaching methods
Classroom and laboratory (R software) lessons
Assessment methods
Oral examination.
The examination consists into two to three answers in order to evaluate knowledges learned by the student and how they are deepened.
Answers concern:
- theoretical aspects
- understanding and interpretation of empirical aspects.
Students are examined following the registration number. If more than 18 students are registered, the exam continues in the following days.
Teaching tools
Course material is available on Insegnamenti Online. It is composed by:
- Slides
- Excel sheets and Data
- R's Script
-Lab tutorial
Office hours
See the website of Marzia Freo