Marketing Strategy Performance: Theory, Models and Empirical Applications
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). 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.