Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/316666 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Journal of Marketing Analytics [ISSN:] 2050-3326 [Volume:] 12 [Issue:] 2 [Publisher:] Palgrave Macmillan [Place:] London [Year:] 2024 [Pages:] 209-226
Verlag: 
Palgrave Macmillan, London
Zusammenfassung: 
This article describes a data-driven case study for teaching and assessing students’ skills in marketing analytics, specifically in pricing. This case study combines teaching econometrics to analyze data and substantive marketing to derive managerial insights. The econometric challenge requires students to set up and implement a regression analysis to derive the demand function, detect multicollinearity, and select appropriate data visualizations. The substantive challenge requires deriving optimal pricing decisions and understanding how the parameters of the demand function impact optimal prices and the associated profit. We test the case study in a marketing analytics exam and discuss the performance of 134 students. Beyond assessing student performance in an exam, the case study facilitates teaching through in-class group work or assignments. Free of charge, under a liberal CC BY license, we encourage other educators to use the case study in their teaching. We provide the necessary data and a sample solution using the statistical programming language R.
Schlagwörter: 
Marketing analytics
Pricing
Teaching
Education
Case study
Data science
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