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Mathematical methods in marketing

Code: 61543
ECTS: 3.0
Lecturers in charge: doc. dr. sc. Snježana Lubura Strunjak - Lectures
English level:


All teaching activities will be held in Croatian. However, foreign students in mixed groups will have the opportunity to attend additional office hours with the lecturer and teaching assistants in English to help master the course materials. Additionally, the lecturer will refer foreign students to the corresponding literature in English, as well as give them the possibility of taking the associated exams in English.

1. komponenta

Lecture typeTotal
Lectures 30
* Load is given in academic hour (1 academic hour = 45 minutes)
COURSE AIMS AND OBJECTIVES: To introduce students to marketing models. The purpose of the course is to give the overview of most popular modeling techniques used for improvement of managerial decision making in marketing.

1. Introduction. Introduction to modeling, why do we need them, basic types of models (3hrs)
2. Specification. Basic elements (2hrs), Dynamical models (4hrs), Specification by intended use (descriptive, predictive, normative) (3hrs), Specification by demand type (4hrs), Modeling competition (4hrs), Stochastic models of choice behavior (4hrs)
3. Parameterization and validation. Data organization (3hrs), Estimation and testing (3hrs)
  1. P. Leeflang, D. Wittink, M. Wedel, P. Naert: Building Models for Marketing Decisions
  2. G. L. Lilien, P. Kotler, K. Sridar Moorthy: Marketing Models, 1st edition
4. semester
Mandatory course - Regular study - Financial and Business Mathematics
Consultations schedule: