28208 - Marketing Models

Learning outcomes

The purpose of the course is to introduce marketing theories and techniques to understand the impact of marketing instruments on individual customer choices and the relationship with the firm's performance. The theoretical concepts and quantitative models typically used in marketing research will be introduced and applied. The course has a methodological orientation. The goal is to put students in contact with real world applications and databases, and to learn how to create to use deductive logic analysis to uncover linkages between the variables analyzed. At the end of the course the student will be familiar with some advanced concepts and techniques of the marketing literature that can be applied to answer to some relevant managerial questions, such as:

- What marketing variables have an impact on sales?

- Do marketing variables (e.g. prices, promotions, communications) impact the customer response?

- Which brand will be selected in the next purchase occasion?

- What is the customer's churn probability?

- What are the determinants of customer responses and preferences?

- What is the customer lifetime value of the customer base?

Course contents

Introduction to marketing models. Customer brandchoice models, retention Loyalty. Next Product to buy models.Introduction to the concept of value. Customer Lifetime Value. Conjoint analysis and study of customer preferences. Computer lab exercises to enhance the understanding of the various topics in the course.

Readings/Bibliography

General Textbooks:

a.a. 2011/2012 Blattberg R.C., Kim B.,and Neslin S.A. "Database Marketing" Analyzing and Managing Customers

a.a. 2011/2012 Lilien, G. L., Rangaswamy, A.,and De Bruyn A. 2007 “Marketing Engineering” Trafford Publishing Cap 1, 2, 3, 7

a.a. 2011/2012 V. Kumar “ Il valore del cliente” 2008 Wharton School Publishing

Additional materials (data, assignements, ...) are availables at:

http://campus.unibo.it/80352/

Teaching methods

Lessons on the topics of the syllabus
Case study analysis and Computer lab exercises in STATA 10.0.

Assessment methods

Written exam featuring one or a combination of the followings:
open-ended questions, exercices, definitions

Team Work.

Teaching tools

Slides serve as a track to discuss the issues that are developed in the recommended readings.

The data for the lab exercises and assignments are available at http://campus.unibo.it/80352/

Links to further information

http://campus.unibo.it/80352/

Office hours

See the website of Sara Valentini