Download Course Description: “Topics in Quantitative Marketing and

Course Description: “Topics in Quantitative Marketing and Economics”
Overview:
This course is intended for second year Master and first year PhD students in the field of business
administration and/or economics. We will cover recent topics in quantitative marketing based on
economic theories. The course aims to give a guideline on how to apply different econometric
methods to recent research problems in marketing.
Potential Benefits:
After a successful participation students will be able to understand and analyze advanced
quantitative topics in recent marketing research. Furthermore the course also intends to offer an
overview of various estimation methods as well as a brief introduction to selected software tools to
address various empirical problems (i. e. quantitative research toolbox).
Syllabus:
1. Introduction and Overview
1.1 Marketing and Economics?
1.2 Structural (Econometric) Models in Marketing
1.3 Quantitative Modeling: Overview and Selection-Strategy
2. Modeling Strategic Interactions in Consumer Goods Markets
2.1 Introduction
2.2 Structural Analysis of Competitive Behavior
3. Determining Consumers Behavior
3.1 Overview: Modeling Consumer Demand
3.2 Choice Based Modeling of Consumer Demand
3.3 Integrated Choice and Latent Variable Models
3.4 Accounting for Endogeneity in Choice Models
4. Structural Analysis of Market Interactions: Bringing Together Supply and Demand
4.1 Homogeneous Consumer Preferences
4.2 Heterogeneous Consumer Preferences
4.3 Applications in Marketing Research
5. Modeling Marketing Dynamics
5.1 Introduction to Time Series Modeling in Marketing
5.2 Panel-Data Modeling
5.3 VAR-Modeling
5.4 Extensions and Examples
6. Estimating Structural Marketing Models using “Canned” Software
6.1 Preliminary Set-Up for Econometric Models in Marketing
6.2 Overview: Using SAS-Procedures to Analyze Quantitative Marketing Phenomena
6.3 Extension: Estimation of ICLV-Models