58595 - Market Analysis II

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

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.

Statistical models for the CRM

Part 2

Modeling performance and marketing instruments data

Measuring effectiveness of marketing instruments

Part 3

Modeling and analysing clickstream data

Readings/Bibliography

Part 1

-Franses P.H., Paap R. (2001), Quantitative models in marketing research, Cambridge University Press (Chp.4,5)

-Kumar V., Petersen J.A. (2012), Statistical methods in customer relationship management, Wiley.

 

Part 2

-Brasini S., Tassinari F., Tassinari G. (1999), Marketing e pubblicità, Il Mulino (Chp.8).

-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 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.

Teaching tools

Slides and teacher's lectures available on AMS Campus

Office hours

See the website of Marzia Freo