All programmes > Course: Market response models

Market response models (B-KUL-D0R14A)

6.0 ECTS English 39.0 First termFirst term Basic
Dekimpe Marnik
POC Nederlandstalige Masters FEB

Aims

As quantitative information about markets and marketing actions becomes more widely available, the modern marketing manager is presented with a new challenge and opportunity: how to analyze this information accurately and efficiently, and how to use it to enhance marketing productivity. Marketing models are tools for achieving these objectives.
This course introduces the student to the state-of-the-art in implementable marketing models. The emphasis is on models that are based on the statistical interpretation of historical data available to the company. As such, the course focuses on marketing decisions for established products.

Previous knowledge

An introductory marketing course; the general linear model (OLS, hypothesis testing, ...);  the use of computers, i.e. students should be familiar with a statistical package that runs on the mainframe (e.g. SAS) or PC (PCSAS, SHAZAM, ...).

Content

zie beschrijving onder onderwijsleeractiviteiten

Course material

Text book
Articles and literature
Slides, transparencies, courseware
Toledo / e-platform

Is also included in other courses

Activities

6.0 ects. Market response models (B-KUL-D0R14a)

6.0 ECTS English 39.0 First termFirst term
Dekimpe Marnik
POC Nederlandstalige Masters FEB

Content

The sessions are devoted to the presentation and discussion of various modeling techniques, along with examples of their use and estimation. The lectures are often accompanied by assigned readings. These readings are an integral part of the course.
Three written exercises are required. Each exercise is designed to give students the opportunity to apply some of the techniques discussed in class. They involve real-life data and require extensive use of the computer. Homeworks are made in groups of two.

Evaluation

Evaluation : Market response models (B-KUL-D2R14a)

Mode of evaluation : Written
Category : final examination during examination period
Type of evaluation : Open book, Assessment exercises

Explanation

Bepaling 
examenresultaat
* Het examen wordt beoordeeld 
door de docent(en), zoals meegedeeld via Toledo en de examenregeling. Het 
resultaat wordt berekend en uitgedrukt met een geheel getal op 
20.
- open boek schriftelijk examen: 70% (14 punten)
 
- 3 huistaken, elke 10% van de punten.  eerste 
twee huistaken in groepen van twee. derde huistaak individueel.


 Evaluatie 
derde examenperiode
* De student heeft per 
academiejaar tweemaal de kans deel te nemen aan het examen: een eerste keer in 
de eerste of tweede examenperiode, overeenkomstig het semester waarin het 
opleidingsonderdeel staat geprogrammeerd, en een tweede keer in de derde 
examenperiode. * De evaluatie van de derde examenperiode 
verschilt van deze van de eerste of tweede examenperiode op volgende 
kenmerken: - Tijdens de derde examenperiode 
(herexamens) bestaat de eindbeoordeling alleen uit het examen. De huistaken worden niet meer opgenomen in het resultaat.