Checking date: 03/04/2018

Course: 2018/2019

Sales Response Models
Study: Master in Marketing (269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Students are expected to have completed
Not required.
Competences and skills that will be acquired and learning results.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG2: Effective knowledge of other disciplines / techniques used in Marketing and Market Research. Specific skills: *CE5: To understand and use statistics and econometrics tools to analyze data and marketing problems through scientific models, using appropriate software. Learning objectives: ¿ Develop an understanding of research methods to forecast sales response. ¿ Use the analytics for critical thinking of decisions.
Description of contents: programme
Sales response function. Static and dynamic models. Models of product life cycle and diffusion of innovations in the market (Bass model and extensions). Bass models with operational variables, and extensions. Finite state models. Models of transition probability matrix between brands. Forecasting models of stationary sales, and persistence. Multivariate models including marketing mix. Structural sales response models
Learning activities and methodology
Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Hanssens, Dominique M., Parsons, Leonard J., Schultz, Randall L. . Market Response Models. Econometric and Time Series Analysis.. Springer . 2001

The course syllabus and the academic weekly planning may change due academic events or other reasons.