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Stephan Seiler Marketing Professor Imperial College London
Academic Year 2021/22:
Relationship Marketing (Imperial MSc Strategic Marketing)
Companies and organisations spend great amount of resources developing and marketing new products/services to their customers. To succeed, business must understand the need of their customers and how to acquire and retain customers through tailored marketing activity. Effective relationship marketing requires a clear understanding of consumers and the market in general. The primary aim of this module is to help students understand how relationship marketing contributes to a business’ competitiveness and survival. Furthermore, the module is designed to provide students with critical marketing insights, tools, and techniques to help a business acquire, retain, and develop customers.
In the first set of lectures, we cover how to design products and services with customers needs and market conditions in mind and how to assess the value of a customer for a company. Based on those two building blocks, we then study in detail three aspect of customer relationship management: acquisition, retention, and customer development. Throughout the course we will analyze data using R and discuss case studies related to the various concepts covered in class.
Marketing Management (Imperial Weekend MBA Program)
Among business disciplines, marketing is the primary contact point between a business and its customers. Nearly everybody will, at some point in their career, wear a marketing hat. In this course, we will cover several key pillars of marketing:
Optimal price setting
Social media marketing
Segmentation and targeting of customers.
Apart from covering those specific areas of marketing, the module will focus on providing general analytical frameworks that allow firms to make better marketing decisions. To this end, we will cover several data-driven marketing methods that have gained popularity in recent years such A/B testing frameworks which are ubiquitous in online advertising markets and “big data” methods are used to target customers at a granular level. The goal of this module is to teach you how to best approach a given marketing problem and how to implement the appropriate analysis for this marketing decision.
Prescriptive Models and Data Analytics (MSBA Program)
As companies invest in the accumulation of large data assets as well as experimentation platforms, a key priority is to develop the capabilities for unlocking the value of these data resources. Central to this challenge is developing the human resources to perform data analytics. The goal of this course is to enhance your ability to perform transparent, rigorous, and convincing data analytics. The specific aims are to:
Learn advanced marketing analytic methods with a focus on “big data” methods and experimentation through A/B testing
Gain an understanding of which strategy is best suited for solving a specific business challenge
In order to achieve those goals the course will have a strong focus on applications. We will cover the basic statistical foundations of each method with a focus on an intuitive understanding of the relevant econometrics. In practice, we will work on a set of in-class exercises that allow you to implement each method based on real data using the statistical software R.
More details and the course syllabus can be found here: PMDA_Syllabus
MGMT-201B: Theory and Application of Regression Analysis (PhD Class)
201B is a PhD level introduction to micro-econometrics, focusing on proper interpretation of regression analyses and causal inference. Detailed syllabus can be found here: 201B_Syllabus
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