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DOCTORAL SEMINAR ON MARKETING STRATEGY PERFORMANCE:THEORY, MODELS, AND EMPIRICAL APPLICATIONS
A PRODOK - EIASM COLLABORATION

KÖLN, JULY 11-14, 2022

The maximum number of participants has been reached.
Please contact the EDEN manager.

A ProDok - EIASM Collaboration

AIMS OF THE SEMINAR

Against the background of increasing pressure from the capital market and major corporate trends such as digitization, marketing managers are more and more forced to demonstrate the performance and value relevance of their decisions. Marketing scholars have responded to this development and produced numerous articles that relate marketing decisions with the creation of market-based assets (e.g. customer satisfaction), product-market performance (e.g., market share), accounting performance (e.g., return on assets), and financial-market performance (e.g., stock returns). 

LEARNING OBJECTIVES

The course aims at providing an overview of this literature, both from a conceptual/model-based perspective and from an empirical point of view. After having attended the course, students should be able to:

  • Understand central concepts of marketing strategy performance research and be able to establish links between these concepts;
  • Understand the basics of market response modeling and recognize the relevance of model specification for the validity of empirical estimation results;
  • Understand, categorize, and criticize high-quality (“A+”) articles within the research field;
  • Know key data analysis methods within the research field including their scope of application as well as their limitations and conduct first own analyses using standard software (R);
  • Develop relevant and interesting research questions with a potential for a high-quality publication.

PROGRAMME

More information: Click HERE

For the Detailed Programme: Click  HERE

Registration Deadline: June 12th, 2022

FACULTY

  

 

   Prof. Dr. Marc Fischer - Website

 

 

 

 

 

 

   Prof. Dr. Simone Wies - Website

 

 

 

  

 

  Prof. Dr. Alexander Edeling - Website

REGISTRATION & FEES

REGISTRATION

For information on fees, payment and registration - CLICK HERE

or email us: prodok@vhbonline.org.

Registration Deadline: June 12th, 2022

EVALUATION & ECTS

To successfully pass this class, students must complete all assignments described in the syllabus 

Credits This course is eligible for 6 ECTS 
 

CONTACTS

ProDok Contact: email at prodok@vhbonline.org.

EIASM Contact: Nina K. Payen - payen@eiasm.be