1. komponenta

Lecture type	Total
Lectures	30
Seminar	15

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.

COURSE DESCRIPTION AND SYLLABUS:
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. Building Models for Marketing Decisions, P. Leeflang, D. Wittink, M. Wedel, P. Naert, Kluwer Academic Publishers, Boston, 2000.
2. Marketing Models, 1st edition, G. L. Lilien, P. Kotler, K. Sridar Moorthy, Prentice Hall, 1995.

Izborni predmet 3 - Regular study - Financial and Business Mathematics

Izborni predmet 4, 5, 6 - Regular study - Financial and Business Mathematics

Izborni predmet 4, 5, 6 - Regular study - Financial and Business Mathematics