Course aims:

The main aim of the course has in view the students’ familiarization with the concepts of modeling in marketing; Statistical and mathematical methods used in marketing decision making.
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Course Entry Requirements:

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Course contents:

1.Conceptual foundations of modeling in marketing 1.1. The concept and the shaping 1.2. Criteria classification models 1.3. Science and art construction methods 1.4. Science and art of building models in marketing 2.Statistical and mathematical methods used in marketing decision making 2.1. Methods for analyzing phenomena cross section 2.2. Methods of studying the phenomena in longitudinal profile 2. 3. Characterization methods for connections between phenomena 2.4 Quantitative Methods Forecasting 3.Modeling components of the marketing mix 3.1. Shaping consumer behavior 3.2. Modeling product policy 3.3. price modeling 3.4 Modeling promotional activity 3.5 Modeling the distribution business 3.6 Future modeling in marketing 4. Using computer modeling product marketing

Teaching methods:

Lecture, Discussions.

Learning outcomes:

According to the requirements of the labor market, the course will provide students the concepts of modeling in marketing; Statistical and mathematical methods used in marketing decision making

Learning outcomes verification and assessment criteria:

Portfolio with practical works Semester project Written test examination - 60%, Verification during the semester (project) - 40%.

Recommended reading:

• Rossi, P. E. and G. M. Allenby (1993), A Bayesian Approach to Estimating Household Parameters, Journal of Marketing Research, 30, 171–182.
• Roy, R., P. K. Chintagunta, and S. Haldar (1996), A Framework for Investigating Habits, ‘‘The Hand of the Past’’ and Heterogeneity in Dynamic Brand Choice, Marketing Science, 15, 208–299.
• 3.Schwarz, G. (1978), Estimating the Dimension of a Model, Annals of Statistics, 6, 461–464.