Empirical Marketing

Description

Practical information Course ID: FEB12018X Credits: 4 EC Instruction language: English Registration procedure: Via OSIRIS Secretariat: Support Office Business Economics, E2-28, 010-4081200, office.be@ese.eur.nl Course description Content: The objective of the course is to demonstrate the benefits of using a systematic and analytical approach to decision-making in marketing. Learning goals: Given the description of a real-world marketing problem, students will be able to explain the four “first principles” of marketing in correct terminology. Given the output table of a marketing model, students will be able to: interpret the model results. provide managerial implications. Given the description of a real-world marketing problem, students will be able to: develop a marketing research design: compare suitable data sources. compare suitable marketing models. Given the examples in the practical sessions, students will be able to analyze data for similar marketing problems. Changes as compared to previous year: None Extra: None Study materials Palmatier and Sridhar (2021), Marketing Strategy: Based on First Principles and Data Analytics (9781352011463) Entrance requirements Entrance requirements course enrolment: You must meet the following requirements Enrolled for one of the following degree programmes BSc2 Econometrics ECON-DIV International Bachelor Communication and Media International Bachelor Economics and Business Economics Period Enrolment periods: Enrolment period: 2 February 2026 until 27 February 2026 23:59 Unenrolment: until 13 March 2026 23:59 Period of education: 2 maart 2026 until 25 april 2026 Assessment Assessment requirements: The final exam is a written closed-book exam consisting of open questions. The final exam accounts for 95% of the grade (5% assignments), and will cover all sections of the book and lecture slides. Assessment materials: The compulsory literature for this course is "Marketing Strategy" (ISBN 9781352011470) Assessments (result in OSIRIS): Test weight: 5; Test weight: 95 Assessment: Resit opportunity