哥伦比亚大学-市场营销建模.pdfVIP

B9699: EMPIRICAL MARKETING MODELS Fall 2009 W 12:30 – 3:45 Location: 327 Uris Hall Professor Vithala R. Rao Tel: Office: E-mail: vrr2@ DRAFT EMPIRICAL MARKETING MODELS Seminar Objectives This doctoral seminar will discuss in-depth selected empirical models in marketing. Topics will include: bundle choice and conjoint models, models of competition, online auction models, pricing models, brand equity/customer equity models, and promotion models. The material will be primarily drawn from recently published articles and selected working papers. Directions for future research will be identified in the topics covered in the course. The readings will be primarily drawn from such journals as Marketing Science, Management Science, and the Journal of Marketing Research . Intended Audience: Doctoral students. Seminar Format Each session in this seminar will cover one topic; the discussion will be based on a few readings identified in the syllabus. It will also include a presentation by one or more of the students. Productive directions of future research on the topic and some ways of conducting such future research will be indicated. What is Expected from Students? One requirement of the seminar participants is to develop a short written research idea (about one page) for three of the topics. This assignment is due at the beginning of the session where the topic is discussed. A second requ