DIFFUSION MODELS IN MARKETING
PIETRO ANGELO MANFREDO FRANCESCO MANFREDI
Academic year2016/17
CourseMARKETING AND MARKET RESEARCH
Code211PP
Credits6
PeriodSemester 2
LanguageItalian
| Modules | Area | Type | Hours | Teacher(s) |
| MODELLI DEMOGRAFICI PER LA RICERCA DI MERCATO | SECS-S/04 | LEZIONI | 42 | | PIETRO ANGELO MANFREDO FRANCESCO MANFREDI unimap |
|
Programma non disponibile nella lingua selezionata
Knowledge
The student who successfully attend the course will have a knowledge of the substantive issues related with diffusion modeling in marketing, basic abilities in the use of mathematical models, and an introduction to the ideas of nonlinear estimation.
Assessment criteria of knowledge
Written exam with theoretical and practical questions. The student must demonstrate to have acquired general knowledge of the subject, and some acquired ability on the various technical issues, and model "reasoning".
Methods:
Teaching methods
Delivery: face to face
Learning activities:
- attending lectures
- participation in seminar
- preparation of oral/written report
- individual study
- group work
- Laboratory work
Attendance: Advised
Teaching methods:
- Lectures
- Seminar
- laboratory
- project work
Syllabus
Diffusion processes. Diffusion modes: media (“external”), word of mouth (“internal”), internet etc. Basic mathematical models. The Bass’ model and its properties. The issue of spreaders’ removal.
Model analysis: quantitative, qualitative, and numerical techniques for solving ordinary differential equations (ODEs). Solution of ODEs by excel by simple algorithms.
Relaxing the hypotheses of Bass’ model. Social heterogeneity. Non – fixed populations and their demographic descriptions. Multiple generation of adopters.
Probabilistic treatment of Bass’ model. Hazard models.
Estimation techniques for diffusion models. Trivial discretization & OLS. Nonlinear least squares. Maximum likelihood with censored data. Excel implementation by solver.
Bibliography
Course handout and slides.
Further bibliography will be indicated during the course.
Updated: 14/11/2016 17:27
